Our new campaign to relaunch LowLow in Ireland has just gone live this week. Low Low is about having it all, great taste and 81% less saturated fat. In our communications idea, we were looking for opportunities to demonstrate this have it all attitude in other areas of women’s lives. Moments when women feel especially good about themselves, where without any hint of effort, they are doing something special for themselves both physically and emotionally.
A girl’s night out was the perfect example of this balance. Not only do women enjoy the physical exertion of dancing the night away with their friends (not that that’s the reason they do it) - there is also this emotional highlight, in the post dancing, tea and toast moment where the night is discussed.
Beyond the TV and Outdoor there’s a massive campaign including PR, pop up cafes and movie tie ins – to see what’s happening go to www.facebook.com/lowlowireland
Lollipop Day is Friday 26th and Saturday 27th of February this year. There are around 400 new cases of Oesophageal Cancer diagnosed in Ireland each year. Prognosis is poor with 90% of patients dying of their cancer. Lollipop day was launched in 2001 to raise awareness and fund research into Oesophageal Cancer.
The campaign has grown bigger than ever this year, with an integrated approach across advertising, P.R. and digital. With this in mind, we gave the campaign an overhaul with a bold new look.
The P.R. launch managed by Drury Communications kicks off this Friday at 1pm in St. Stephen’s Green Shopping Centre. The public are invited to sign the Lollipop Wall and pledge their support to Lollipop Day. There will also be a sing song with a local school choir. We hope you can join us.
Universal McCann negotiated an excellent press campaign with Metro Herald where these key P.R. events were communicated. Padraig Harrington came on board again as our brand ambassador. He was also the voice of our radio advert.
Gaumina also came on board this year as a digital partner. The digital campaign focused on developing a strong presence in social media. This was promoted by building appropriate content on-line and seeding through relevant forums. There was also an investment in online advertising to boost traffic to the Lollipop Day website.
It looks like the recession is having a significant impact on the press readers of Ireland. The latest readership data (JNRS) for 2009 has been released, and it indicates that there has been a significant increase in readership for the broadsheets, and a reduction for the tabloids. In the daily market The Irish Times and Irish Independent have seen double digit increases in readership, with The Star, The Sun and Evening Herald all suffering losses.
From a Sunday perspective the Sunday Independent has experienced a 10% increase, while the Sunday World has seen a 12% loss. Other big winners from a Sunday perspective are the Sunday Times (+23%) and the Sunday Business Post (+26%).
This readership data contrasts somewhat to the latest circulation (sales) figures for the titles. What this suggests is that due to the prevailing economic conditions the Irish consumer is actually buying less newspapers overall, but each newspaper is attracting more readers as the paper is passed around the home or amongst work colleagues. In addition it appears that we’re becoming more selective with our reading habits, with a greater focus on the affairs of the economy, rather than affairs per se.
We have just gone live with 3’s new Business campaign which includes press, radio and digital. We wanted to show the potential cost savings that are available to small and medium businesses when they switch their business phones to 3.
We articulated this notion by presenting tangible examples of this cost saving. This could include a year’s supply of couriers, new computer equipment or something more light-hearted such as a team building event like paint-balling.
We shot the photography in studio with Trevor Hart and had one (very cold) morning location work with Paintballing professionals in Bray. The campaign has also been translated into radio and digital. Take a look here:
3 Mobile burst into January by launching their new campaign for Contract Free 3Pay Broadband.
The big idea behind the campaign was that 3Pay Broadband is mobile broadband with all the benefits of fixed line, but without the hassle.
There are no contracts, no wires and no bills to tie you down. Its Broadband you can use on the go, whenever you like.
Following this lead the creative concept was to develop a ‘no strings attached’ using humorous relationship metaphors as powerful copy headlines. We lead with three engaging lines: ‘Looking for an open relationship?’ ‘Not looking for commitment?’ and the playful ‘Fancy a fling?’
Golden Square.
Dart Card.
48 Sheet.
We also had the opportunity to develop a 96 sheet special which was extremely eye catching and appealing.
Our new campaign to relaunch LowLow in Ireland has just gone live this week. Low Low is about having it all, great taste and 81% less saturated fat. In our communications idea, we were looking for opportunities to demonstrate this have it all attitude in other areas of women’s lives. Moments when women feel especially good about themselves, where without any hint of effort, they are doing something special for themselves both physically and emotionally.
