Passenger numbers were down for this premium operator in a price-driven market. We wanted to convey rational product information in an emotionally engaging way. We needed people to fall in love with ferry travel again. Our proposition? Travel with limitless opportunities. The discovery of the word ‘any’ within the logo was the key. It unlocked a huge integrated brand and product campaign. All spearheaded by our lovely brand film ‘Curiosity’. The first six months saw a 5% increase in passengers and an 8% increase in holidays – with an 8% reduction in client spend.
Teenagers live in a digital world. So we helped Freederm into this integrated world of web, mobile and social, developing a platform from which they could really engage with their audience. Creatively, we wanted to focus on the fundamental issue of self-confidence, and part of this was giving users the chance to audition online to be a presenter on MTV, for real.