Visual hacking and screen privacy is more important than ever in the current climate, as such 3M wanted to increase awareness of privacy filters and drive an uplift in sample requests. HPS Group brought me onboard to develop the concept.
The target audience was tech savvy business decision-makers who would then implement privacy filters across their organisation. The focus was on people who work on the move – on their commute, reading emails, accessing important information they wouldn’t want anybody else to see.
It was decided the campaign would initially be implemented in London, targeting people in transit, utilising formats such as: underground escalator panels, large digital panel at King’s Cross, motion enabled digital 6 sheets, train car panels, as well as wifi sponsorship at airports and WEVE MMS messaging.
Research showed that almost nine out of 10 workers had caught somebody looking over their shoulder at their device in a public space. We wanted to explore the familiar feeling of being watched.
Our concept saw photographs and footage of people looking down as if peeking at somebody’s phone/laptop, combined with the headline ‘Feel like you’re being watched?’. The direction of the glance was chosen with the advert’s position in mind for maximum impact – i.e. looking down at a passenger on a tube train, peering down at people in King’s Cross station, eyes following somebody riding the escalator.
With 90% of visual hacking attempts successful, we wanted the campaign to make people feel uneasy, to raise their awareness and to take action to protect themselves.
3M have reported a substantial increase of sales since the campaign’s launch.
Jeep Renegade Retailer Launch
For the launch of the new Renegade in September 2018 I worked with HPS Group to deliver marketing support to the retailer network. These included invitations and incentives, communication packs, marketing assets (digital and print) and on-site POS.
‘Born to be Wild’ was the established national campaign line. We looked at how we could unpack this for the Renegade.
How could we drum up excitement for the delivery of the new vehicles? How could we capture the spirit of the Renegade and inject that sense of adventure?
Well, our Jeep wasn’t simply going to be delivered to the retailer, it was going on its very own fantastical journey – it was going to go Renegade!
From factory to retailer, we followed the Renegade’s journey. Communication packs were sent to retailers from different locations along the way. Each ‘mud-splattered’ box contained a regional treat, a postcard (containing technical spec) and a route map, which delivered product, offers and audience information along with partnership ideas. The destination co-ordinates on the front were related specifically to each retailer. Countdown emails accompanied the packs, helping retailers to prepare for the launch event, along with direct mail pieces and online marketing assets.
The POS was a culmination of the journey – with vehicle finally on show, pristine and gleaming, back from its travels. Marks were added to the floor to give the impression it had just skidded into the showroom. Photos of the adventure surround it, inspiring customers to embrace their wild side and go Renegade!
Jeep Wrangler Launch Emails
Awareness and tactical emails for the October 2018 Wrangler launch. A ‘magazine’ style layout was adopted, with big photos and strong headline statements befitting of the ‘Ultimate Jeep’. We wanted customers to get a sense of the fun that could be have with the all new model.
Subtle lighting effects were used (see gifs at bottom of page) to create the ‘reveal’.
HPS Group asked me to devise a concept for MINI’s ‘Giving Back’ campaign. This is a promotion that offers discounted cars to those who give to the community, in this case targeted at teachers.
Harnessing MINI’s fun and playful tone of voice we employ ‘typical’ teacher sayings to advertise the offer. Combined with enticing shots of the new vehicles, the aim was to capture those who hadn’t treated themselves for a while, and those who desired a new model that had become more affordable.
The campaign was rolled-out online via targeted advertisements on Facebook and Linked-In, and also via direct marketing, with flyers delivered to schools.