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neon creates entertaining brand experiences through a mix of live and digital. We stand for strong relationships, smart insight, ambitious creativity and rock-solid delivery.We’re collaborative, agile, positive and straight-forward.
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Creds 2010
Creds 2010
neon creates entertaining brand experiences through a mix of live and digital.
We stand for strong relationships, smart insight, ambitious creativity and rock-solid delivery.
We’re collaborative, agile, positive and straight-forward.
Creds 2010
Our Approach
We get to know the brief, brand and audience. out pops a clever insight which we kick about until we have the big idea.
We mix live and digital to ensure our campaigns have great reach and ROI, this way the audience gets a seamless on and !"#$%&'&()&*$&%+&,
neonEventsProductionPartnershipsContent creationTalent
neon techEmail, viral & SEOSocial media, seeding & bloggingContent distributionWeb design & developmentMobile marketing/apps
THE BIG IDEA
Creds 2010
Where we work
neon is UK based with paneuropean and global activation
recent activity:France (Val d’Isere)Spain (Ibiza, Barcelona, Madrid)Holland (Amsterdam)Austria (Mayrhofen)Germany (Berlin)Italy (Milan)Latvia (Riga)South Africa (Johannesburg/Cape Town)India (Bangalore/Mumbai)
US partner agencies:LA and NY
Creds 2010
Evaluation
We create measures that our clients can use to show the impact of their work
Most of our projects aim to sell more or change perceptions, whatever the campaign goal we need to check it worked (and if not, why?)
We work with clients to assessthe most useful evaluation foreach project (completed internallyor with external researchers) and deliver reporting at the best intervals
Creds 2010
Clients
Team experience
Current clients
Creds 2010
Case studies
Creds 2010
Windows 7 & The British Film Institute. 7 Second Movies
BRIEFEXPAND ON THE DEVELOPMENT OF WINDOWS’ “ENTERTAINMENT ON PC” MESSAGING
TARGET THE AUDIENCE OF STUDENTS AND YOUNG “TECH TRENDSETTERS” IN A CREDIBLE WAY THAT THEY CAN ENGAGE WITH
INSPIRE THE NATION TO USE WINDOWS AS A TOOL TO FACILITATE THEIR CREATIVITY
CREATIVE APPROACHDEVELOPED THE BRAND’S “CREATE” POSITIONING
SET UP & MANAGED A PARTNERSHIP WITH THE BFI TO SPONSOR THE LONDON FILM FESTIVAL 2010 AND ONGOING YEAR ROUND ACTIVITY
SUPPORTED THE LFF SPONSORSHIP WITH “7 SECOND MOVIES” PROMOTION – CONSUMERS CREATE 7 SECOND MOVIES INSPIRED BY FAVOURITE FILMS OR GENRES – THE WINNERS SEE THEIR MOVIE SCREENED AT THE LFF
2X FACEBOOK PAGE REDESIGNS FOR WINDOWS UKAND WINDOWS ACCESS ALL AREAS STUDENT PORTAL
ONGOING COMMUNITY MANAGEMENT AND CONSUMER ENGAGEMENT FOR THE WINDOWS UK AND WINDOWS AAA STUDENT COMMUNITIES.
A NATIONAL TOUR OF SHOPPING CENTRES &UNIVERSITIES WITH A “ FILMSET” STYLE EXPERIENTIALSETUP WITH EDITING FACILITY USING WINDOWS LIVEMOVIE MAKER
COMPLIMENTED WITH A VIRAL CAMPAIGN TO AMPLIFY ALL CONTENT
RESULTSEXPECTED REACH:
OVER 1.5M CONSUMERS THROUGH 7 SECOND MOVIES PROMOTION OUTREACH (EXCLUDING LFF REACH)
Creds 2010
Disney Interactive. Toy Story Mania
BRIEFDRIVE BUZZ AND PURCHASE INTENT FOR TOY STORY MANIA ACROSS EFIGS TERRITORIES
AUDIENCE PROFILE: PRIMARY KIDS 69 & PARENTS
PROMOTE YOUTUBE INTERACTIVE ‘TASTER’ VIDEOS
CREATIVE APPROACH TARGETED PARENTS & GIFTER MARKET DUE TO LIMITATIONS OF’ ‘KIDS’ AUDIENCE (NO PURCHASE POWER, DIFFICULT TO TARGET ONLINE…)
CREATION OF A TOY STORY MANIA EFIGS FACEBOOK COMMUNITY AIMED TO INSPIRE AND INFORM PARENTS ABOUT GAME CONTENT + MINI BEBO COMMUNITY FOR YOUNG FANS
COMMUNITY SEEDED VIA PARENTING BLOGS, SOCIAL NETWORKS, THROUGH FB SOCIAL ADS AND WITHIN YOUTUBE
BESPOKE FREE DOWNLOADS DRIP FED TO COMMUNITY TO ENCOURAGE CONTINUED ENGAGEMENT AND CHAT – HELD ON NEON CREATED LOCALISED LANDING PAGES
PUSHED PARENTS THROUGH TO A YOUTUBE ‘TASTER’ GAME – WHICH ALLOWED THEM AND THEIR CHILDREN THE OPPORTUNITY TO DIGITALLY ‘TRIAL’ TSM
RESULTSNUMBER ONE BEST SELLER GAME FOR DIS
110K VIEWS OF THE YOUTUBE CONTENT GENERATED ACROSS EFIGS TO SUPPLEMENT TERRITORY ACTIVITY, 200+ CLICKS DIRECT TO ETAIL PARTNERS
FACEBOOK: 8513 FRIENDS IN TWO WEEKS, ACTIVE COMMENTING (APPROX 30 COMMENTS PER MESSAGE THREAD)
CTR OF UP TO 0.8% ON FACEBOOK SOCIAL ADS – ONE OF THE HIGHEST RECORDED ON FB
FACEBOOK FANS MIGRATED TO MAIN TOY STORY 3 COMMUNITY POST CAMPAIGN
Creds 2010
Windows at Snowbombing
BRIEFDELIVER EVENT ACTIVATION AROUND WINDOWS’ SPONSORSHIP OF SNOWBOMBING 2009 TO A YOUNG, SWITCHEDON 18 – 24 AUDIENCE
ENCOURAGE CONSUMERS TO ENGAGE WITH WINDOWS LIVE (FOCUSED ON PHOTOGRAPHY) AND ONSITE BRANDED WIFI AREA
CREATIVE APPROACHDEVELOPED ‘WINDOWS MAN’ OUR WINDOWS SUPERHERO CHARACTER – BOARDING ROUND THE FESTIVAL AND SLOPES.
CONSUMERS INVITED TO TAKE PART IN ‘HAVE YOU SEEN WINDOWS MAN?’ TAKE YOUR PICTURE WITH WINDOWS MAN AROUND SNOWBOMBING AND COME TO THE WINDOWS HUB TO UPLOAD THEM ONTO A PERSONALISED WINDOWS LIVE SPACE
THE MOST CREATIVE IMAGES EACH DAY WON A PRIZE OF A WINDOWS MOBILE PHONE
CONTEST WINNERS AND IMAGE PUBLISHED IN DAILY SNOWBOMBING NEWSPAPER WITH WINDOWS INFO
THE CENTRE FOR ACTIVITY WAS AN ONSITE WIFI AREA TO ATTRACT USERS WITH LAPTOPS FOR USE FREE OF CHARGE – ENGAGEMENT INCLUDING BRANDED “JUMP PAGE” WITH DAILY CHANGING CONTENT
RESULTSESTIMATED BRAND TOUCH: 4,500
OVER 1,000 UNIQUE VISITORS TO BRANDED JUMP PAGE – OVER A THIRD OF ALL FESTIVAL ATTENDEES
Creds 2010
The road to Forza tour
BRIEFCAPTURE THE IMAGINATION OF THE 16 – 30 MALE IN THE BUILD UP TO THE LAUNCH OF FORZA 3 ON XBOX 360
PROVIDE A COMPELLING CONSUMER STORY TO HELP LAUNCH OF THE BIGGEST RACING GAME OF 2009
CREATE AN INTEGRATED LIVE & DIGITAL CAMPAIGN:
ATL ‘OPEN DOOR’ CAMPAIGN – ENTER THE WORLD OF PERFORMANCE CARS
DIGITAL CREATE COMPELLING VIDEO CONTENT WHICH CAN BE USED AT THE LAUNCH EVENT IN LONDON, SOCIAL MEDIA CHANNELS AND XBOX MEDIA CHANNELS
CREATIVE APPROACHDEVISED ‘THE ROAD TO FORZA’ – A WEEK LONG NATIONAL TOUR WHICH TOOK PLACE OVER 5 CITIES ACROSS THE UK
BRANDED LAMBORGHINI LP640 SERVED AS FOCAL POINT OF ACTIVITYFACILITATING REAL LIFE ‘OPEN DOOR’ SITUATIONS
DAILY ‘ROAD TO FORZA’ VIDEO EDITS SHOT IN HD, EDITED DAILY ON SITE AND DISTRIBUTED EACH DAY ONLINE TO KEY COMMUNITIES DIGITALLY
VIDEO CLIPS CREATED A WEEK LONG ‘SOAP’ FOLLOWING THE IRREVERENT ADVENTURES OF TWO DRIVERS ON ‘THE ROAD TO FORZA’ DELIVERING THE FIRST COPY OF THE GAME TO THE PRESS LAUNCH IN LONDON
OPTIMISED IN YOUTUBE AND SEEDED THROUGH SOCIAL NETWORKS THE CLIPS BUILT INTO A 5 DAY STORY OVER THE WEEK
TIED INTO A DEAL WITH ABSOLUT RADIO WHICH PUSHED CONTENT WIDER AND DOVETAILED WITH A ‘SUPERCAR TAXI’ PROMOTION WHERE LISTENERSCOULD WIN THEIR JOURNEY HOME IN A LAMBORGHINI
RESULTSHIGH IMPACT CITY PRESENCE WITH 175K PEOPLE SEEING VEHICLE IN CITY CENTRE LOCATIONS
COMPELLING VIDEO CONTENT DELIVERED AND DISTRIBUTED TO OVER 2.5M XBOX LIVE USERS AND VIRALLY ONLINE
ESTIMATED 125K OTS THROUGH PHOTOS TAKEN IN AND AROUND CAR AND SHARED VIA SOCIAL NETWORK SITES
Creds 2010
Windows 7: Access All Areas
BRIEFDEVELOP A COMPLETE, ORIGINAL BTL MARKETING CAMPAIGN TO SHIFT ACTIVE PREFERENCE AMONGST 18 24 YEAR OLD UNIVERSITY STUDENTS FROM APPLE TO PC (WINDOWS 7)
USE TV ON PC (ENTERTAINMENT) PRODUCT FEATURES TO TALK TO THIS AUDIENCE AND STAND OUT FROM MAIN COMPETITORS
INTEGRATE PR AND MEDIA OPPORTUNITIES TO AMPLIFY AWARENESS AND ENGAGEMENT
CREATIVE APPROACHNEON HAVE CREATED A LONGTERM STUDENT BRAND CAMPAIGN & IDENTITY – ‘ACCESS ALL AREAS’
THE CAMPAIGN IS AN INTEGRATED SOCIAL MEDIA AND LIVE PROGRAMME CAMPAIGN WITH BESPOKE SOCIAL MEDIA HUBS ON FACEBOOK AND TWITTER TO GROW THE STUDENT COMMUNITY
20 DATE UNIVERSITY TRIAL TOUR TO COMMUNICATE & DEMONSTRATE TV ON PC MESSAGE AND DRIVE COMMUNITY ENTRY
THE COMMUNITY GIVES USERS THE CHANCE TO EXPERIENCE AMAZING ENTERTAINMENT OPPORTUNITIES THROUGH A PARTNERSHIP WITH SKY, WHO ARE A KEY CONTENT PARTNER
NEON ARE PLANNING ONGOING DIALOGUE WITH THE COMMUNITY FOR SECOND TACTICAL CAMPAIGN TO RUN SEPT 2010, THROUGH ONGOING ACTIVE PREFERENCE TRACKING THE CAMPAIGN WILL EVOLVE AND GROW TO ENSURE OPTIMAL RESULTS
RESULTSRESULTS AS OF 08/06/10. CAMPAIGN DUE TO FINISH ON 30/06/10:
3553 FANS OF THE AAA PAGE ON FACEBOOK TO DATE
1892 COMPETITION ENTRIES (PLUS OVER 150 WEEKLY COMPETITION ENTRIES FOR SPOT PRIZES)
863 TWITTER FOLLOWERS
MEDIA CAMPAIGN IMPRESSIONS: OVER 24 MILLION
EXPERIENTIAL TRIAL TOUR – ON CAMPUS TOUCH ESTIMATED AT OVER 75,000
ALMOST 300 ONETOONE INTERVIEWS RECORDED WITH STUDENTS FOR QUALITATIVE FEEDBACK
Creds 2010
neon senior team
Sam RichardsonSam is MD of neon, having spent around 8 years at agencies Cake, KLP Entertainment and Iris Experience followed by 4 years as Marketing Director at MTV.
Clients worked on (inchronological order): XFM, Morgans Spiced, Virgin Megastores, Smirnoff Global, Carling, Paramount Pictures,Budweiser, MTV
Sector strengths: media, entertainment, music, creative arts
Loves: sport, music, mojitos, bad DIY, weekend papers
Jessica RowleyJess is one of the Directors. She began marketing in the grocery sector 10 years ago. She spent 6 years at exposure, working withleading lifestyle brands, followed by Smartfusion (Omnicom) and a role client side.
Clients worked on: Unilever (Elida, Bird’s Eye Wall’s, Lever Brothers & VDB), Buena Vista, Disney, OXO, 3 (client secondment), Virgin Trains, PlayStation, Stella Artois, Rizla, Levi’s, Diageo (premium portfolio), The Discovery Channel, Umbro, Nokia Global
Sector strength: FMCG, entertainment, telco/communications
Personal loves: Shopping (lots of it), sunshine, making cocktails, boats
Roland GloverRoland is a Director at neon. He started in -&+.!*'/%0'123'4!5*%/2$-36'7&"!*&'8!*9$%:'/-)*&--'!"1+&*'"!*'.;&'<=>-'7$::&-.'/%$3/.$!%'festival. From there he joined Kazoo and headed up the growing events side of the agency, before setting up neon in 2006.
Clients worked on: Xbox UK & EMEA, BT, Windows, NME, Atari,Carlsberg, Nokia, MTV, aprilia, Sega, Thus, Fox Interactive,Codemasters, Hallmark
Sector strength: Technology, entertainment, gaming, telco/communications
Personal loves: ?$9$%:6'2!7-.&*6'3!0&*%'1+.$!%6')$%!.'%!$*6'David Bowie and Lynch
Sam Richardson
Managing Director
T. 0207 479 4311E. [email protected]
Jessica Rowley
Director
T. 0207 479 4393E. [email protected]
Roland Glover
Director
T. 0207 479 4381E. [email protected]
neonThird Floor6 Ramillies StreetLondonW1F 7TY
Creds 2010
Contact details
Creds 2010
Thankyou