Kikkoman is a high quality Japanese soy sauce but the growth in the category across Europe was coming from cheaper competitors. The brand needed to reassert its premium price by taking a confident leadership position amongst an audience of enthusiastic daily cooks.
We took Kikkoman onto TV for the first time with an ad adapted to five European markets as well as integrated with a new press campaign. We embraced the trend for soy to be used as a cooking ingredient beyond its core role in Asian cuisine. In this way we are seeking for Kikkoman to become a staple flavour enhancer alongside other condiments. The creative idea puts the iconic Kikkoman bottle and iconography at the centre of a plethora of different everyday moments of cooking with a vigorously joyful style.
Suzuki are best known for making motorbikes and small budget cars, but in 2012 their UK distributor had the formidable challenge of launching a car unlike any other Suzuki before it, an executive saloon named the Kizashi. Our task was to generate enquiries, and to do this we would need to change brand perceptions.
Our solution was to leverage endorsement for Kizashi using a discerning and sharply targeted approach using an exclusive media partnership with the Telegraph. This enabled us to build stature amongst the core target audience and gave us access to respected journalists from across the paper’s content that endorsed the Kizashi within the multi-media campaign. We created an integrated campaign within the Telegraph’s media channels of adverts, advertorials, online films championing the car’s ability to provide driver satisfaction both as an abstract assertion and as endorsement. In addition to 19,200 car brochure requests, and 14,000 requested test drives, 15% now think differently about Suzuki and consideration for the Suzuki brand rose 43% amongst those who had seen the campaign.
WSPA is a high profile international animal welfare charity. They briefed us to develop a campaign to raise awareness of the negative effects on the environment, and potentially health, of intensive dairy farming.
Our challenge was to get consumers to engage with a campaign about animals not traditionally associated with welfare issues – cows! Our campaign, ‘The Darker Side of Milk’ used emotive imagery and messages to encourage people to question the provenance of their milk and therefore increase the demand for free range milk.
The Swift Sport is Suzuki’s hot hatch supermini. It is a very competitive part of the market, and success here can help forge a reputation for the rest of the range spread by the most opinion forming group of young car buyers: men under the age of 34.
We identified Rio Ferdinand as a significant role model and his precious endorsement for the Swift Sport could be implied through a partnership with #5, Rio’s digital magazine. We had a customized car to give away, and to ensure news spread about the relationship we linked its giveaway to being a celebration of Rio hitting 1 million Twitter followers. The campaign was electric. The first picture we tweeted of the car was viewed 102,874 times in one night. Within twenty minutes of announcing the competition over 23,000 people had visited the dedicated Swift Sport page. Over 3,000 requested more product information.
The East India Company was the world’s first global brand but had been wound up over 100 years ago. Our task was to relaunch the brand as a retailer and creator of luxury fine packaged foods.
Our approach was to leverage the deep historical and geographical provenance within both the company and the products in a contemporary way, creating a motivating positioning for our authenticity-seeking buyer. They would be giving a story as well as a tin of tea. We championed the essence of contemporary provenance in everything from store design, to store experiences, such as the personal blended tea service, butler’s academy evenings and an integrated advertising campaign. The impact was extensive positive press coverage in national and international media including the BBC, CNN and MSNBC
In 2010 Allianz the financial services group set about bringing all its specialist companies under the Allianz brand. Our role was to help one of these specialist companies migrate into the new brand: Mondial Assistance was to become Allianz Global Assistance. The biggest challenge was the concern from key stakeholders and customers that a brand known for empathy in times of emergency was to become part of a monolithic finance orientated powerhouse.
We created a range of internal communications to encourage internal buy-in for Allianz initiatives beyond the role of assistance, as well as helping the management to get staff on board and ultimately become advocates for the change.
Land Securities own shopping centres across the UK and needed to drive footfall and a sense of buzz in the quiet summer months. These are venues with the potential to inspire, where shopping can be the side effect of being entertained.
We created the “Closer To Food” roadshow, a live event that could be rolled out across the country. It encouraged shoppers to re-engage with food in an exciting and creative way by picking up handy tips from top celebrity chefs such as Jean Christophe Novelli, Levi Rootes and Ed Baines. The activity generated extensive local coverage in press and radio as well as an increase of over 100% in Facebook likes and Twitter followers for some of the centres. Land Securities measured significant increases in footfall (24%) compared to the same period the year before.
Suzuki’s range of three small cars have great potential with the under 25 female car buyers. But this audience are unlikely to have heard of a brand like Suzuki that sells only small volumes. We needed a campaign that would take Suzuki into their world, to raise awareness and a sense of personal relevance.
We created the Suzuki Streets Ahead campaign aimed at the fashionistas in our target audience. Using live engagement and social media we created awareness and a positive image for Suzuki’s range of small cars. Suzuki Street scouts went out into the streets to talent spot fashionable people. They shared their discoveries on social platforms and invited the most stylish to regional semi-finals at major shopping centers hosted by celebrity stylists. Finalists appeared onstage at Clothes Show Live, a 200,000 strong consumer fashion event that Suzuki sponsored. The campaign generated buzz in social and conventional media. Streets Ahead gained 14,300 Twitter followers, 19,000 Facebook fans and live national and regional TV and radio coverage. 19% of those independently surveyed by the Clothes Show Live said they would consider a Suzuki as their next car.
We’re not going to blather on about how amazingly creative we are. Or about how many shiny awards we’ve won.
Or about how our unique approach can launch your brand successfully on another continent, increase your customer footfall by 24%, or get 25,000 people to visit your Facebook competition within 20 minutes of launch.
We’re going to show you.
Our work will give you a flavour of the many ways we can help your brand get tangible results. If you like it, get in touch to find out how Noah can get your brand noticed.
We are looking for a buttoned down, bright and dynamic account manager / snr account manager.
You will need to be organised, able to turn your hand to managing a range of projects - from a Global TV campaign through to a live event. Agency experience is essential, as is the desire to help nurture and grow business through excellent client service skills.
Please contact: Cormach@noahlondon.com
We’re on the lookout for a designer to join our team. You’ll be fully involved in projects from conception to completion, working closely with the Creative Director.
You’ll need an impressive book that shows original and inspiring creative across both print and digital. You will be working on big brand campaigns across a number of sectors and you should be comfortable working with all the usual software packages.
Please contact: Cormach@noahlondon.com
This is an opportunity for someone highly organised and efficient to get on the first rung of the ladder in an exciting and creative environment.
The successful candidate will support the client service team with general clerical and administrative duties ranging from estimating / invoicing, preparing presentations and desk research. You should be confident with all Word programmes, particularly excel and power point.
Please contact: Cormach@noahlondon.com