Nextthursday Credentials 2021
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Agency Credentials_ © 2021 nextThursday Introduction_ Welcome to the world of nextThursday_ 'know how.' We know how to help your brand strike gold, and over the following pages you'll get to know how we do it, did it, and got the t-shirt for other brands we've worked with. It's a blueprint - how we like to work so that you get the best from us. If you have any questions, please don’t hesitate to ask. We want you to know what you're getting into and what you'll get out of working with us. It’s the reasonable side of our unreasonable ideas agency. Cheers, Dan Adler From concept to customer, our full suite of in-house services supports every step of a brand’s journey. u n r e a s o n a b l e i d e a s We live in The Age of Unreason, an era where change is constant, random, and discontinuous. Consumers are predictably irrational. They use instinct, intuition and emotion to make the vast majority of decisions. Believing that marketing succeeds because they’re reasonable, is misplaced. Success for our clients means hitting unreasonable targets (2% growth? Easy. 20% growth? Now that’s being unreasonable). So, in order to achieve the unreasonable results you need unreasonable ideas. b r a n d s w h o m a d e u s TAKE THE LEAD Brand position campaign for TJM THE NEED In 1973, Lloyd Taylor, Cliff Jones, and Steve Mollenhauer were mates who raced souped-up vee-dub beach buggies. Their modifications became so popular, they formed a company – TJM. With 71 stores Australia-wide, TJM offers vehicle protection, recovery, drive performance, suspension, exterior, interior, electronics and camping. We’ve also broken into the US market. But emotion and coordinated positioning were missing from the brand; creating issues with customers, sales and team members alike. THE INSIGHT Our strategic insight uncovered that owners were missing a crucial ingredient – the confidence that comes through having the right equipment. The campaign direction we developed is ‘TAKE THE LEAD’. It tells the consumer they’re ready and capable to get out and explore. THE RESULT The results chartered new territory for the brand, resulting in a 60% increase in sales for the 2019-2020 financial year. Creative inputs: • TVC • Radio • Out of home • Print • Internal comms BET BETTER Launch campaign for Ladbrokes THE NEED Ladbrokes needed a brand launch here in Australia. Something to put them in the mix at the top end with the likes of Sportbet, TAB and Bet365. The category was crowded, and every competitor was playing in the same “sand pit” of Aussie bloke humour. We were tasked to create a brand that took their awareness, recall, brand love and most importantly–revenue–to unprecedented heights. THE STORY To do this, we created an integrated campaign centred on a bunch of mates – one genuine cockney actor – and four Aussie guys. The campaign portrayed the message; If you’re not with Ladbrokes, you’re behind the game. Ladbrokes very quickly gained character and personality. The campaign worked so well that it was replicated in the UK. THE RESULT Number 2 in category within 12 months of launch. CALL TO ARMS Membership drive fro Brisbane Broncos THE NEED A 30 year legacy; the Broncos are more than a logo, more than ‘maroon and gold’, more than a win. Bronxnation is an experience. The good times and the bad. Pre-season, our brief was to lead a membership drive to celebrate the Brand and entice a new breed of 18-34 year olds to take part. We initiated a ‘Call to Arms’. To ask every fan to ‘Claim your Throne’. Buy a membership. Guarantee your seat. To show up and create the moment. THE STORY As a Series of TVC’s and radio ad’s to run across the season, the central storyline is from the ‘point of view’ of a fan on his way to Suncorp Stadium, imagining being in the studs of a Bronco’s player. He’s warming up, feeling the nerves, anxious. Remembering 30 years of players before him. As the game begins, reality snaps back. Highlighting the impact of these moments, the ones you only see and feel by going to a home game, became the focus for our shooting style. Key action scenes with the Broncos in training: – Slow motion of boot kicking the ball at kick off – ‘The average kick generates more than 450lbs of force’. – Slow motion of fans jumping up in unison – ‘The roar of the crowd can pass 120 decibels’. – Slow motion of two players tackling one another – ‘The average collision pulls the same sort of ‘gees’ as a pilot in a fighter jet’. The tone of the TVC’s lends itself to a war-cry, a rallying of troupes. Sport is where we find our sense of community and belonging, and the Ad’s culminate in a united experience; fans, players, cheerleaders, horses, stadium, atmosphere, tension and play. THE DELIVERY Rolled out across the Bronco’s season, unique TVC’s and Radio Ad’s aired for game day, retail & home game spots and helped break a 30 year membership record. BALLAD OF THE ROAD, LAND, AND SEA New TVC for National Transport Insurance THE NEED Following the success of our ‘Thank You’ campaign for NTI, they wanted to keep the momentum moving with a brand tv commercial to coincide with their major sponsorship of the V8 Supercars Townsville 500. Problem is, our motor loving audience knows the name NTI, but doesn’t exactly know what they insure. At the same time, we wanted to communicate the NTI point of difference – that they’re Australia’s specialist insurer for transport and logistics. So how do you prove you’re a specialist? By knowing your customer intimately – including all the sounds they create getting the job done. Sounds you’d have to be in the know, to know. THE DELIVERY We created an ad entirely from the sounds that NTI customers create daily. Mixing the sound effects of trucks revving, diggers picking up earth, hydraulic pistons, and cargo containers clinking together, wouldn’t normally make for great listening. But working with a clever composer – Johnny Green at Heckler Sound - we created an industrial heavy metal soundtrack that stands up to repeat listening. Beautifully directed by Brendan Williams (Bodhi Films), we filmed imagery to complement the energy of the track. The result: A 30” piece, best described as a stonking mad music video dedicated to petrolheads. WE KNOW WHAT IT SOUNDS LIKE… Our target audience are working in some of the toughest, most honest industries in the country, so we needed a voiceover that spoke their language. Actor David Field of ‘Chopper’ and ‘City Homicide’ fame was the only name on the list. Gravelly and no-nonsense, David delivered the message that wrapped up the ad and what it means to be NTI. Because only a specialist insurer would ‘know what it sounds like, to keep Australia moving’. The importance of this statement encapsulates how NTI feels about their customers. If they’re customers stop moving, we run out of toilet paper, pasta, and composure. …TO KEEP AUSTRALIA MOVING And so, NTI puts an emphasis on getting their customers back on the road following accidents. In fact, they go even further than that through preventative measures like seeing eye cameras, and specific training courses. All with the goal to keep Australia moving. FROM SHIPWRECKED TO BOOK-BOUND National campaign for Marine Protect THE NEED Specialist insurer, NTI, needed to launch a new brand into the Marine Insurance market – the world’s oldest insurance category. Our challenge was to create a name and identity for this brand. From there, we were tasked with getting that name out there by influencing the key decision makers, 40 Marine Insurance brokers. THE DELIVERY To do this, we created a tailored direct marketing piece. Our idea was to show an example of life without marine insurance. If cargo goes down in a storm, or if it’s lost due to pirates, there would be no safety net. FROM SHIPWRECKED TO BOOK-BOUND We started by collecting 40 shipwrecked coins from the Sao Jose W, a Portuguese carrack from the 1600s. Those genuine coins were then nailed onto the cover, which was made from oak barrels. The intention was to create a cover and back that resembled a 400-year-old ship’s hull, with the curvature of the wood. The binding was created using a salvaged mooring rope with ends dipped in tar, producing a wonderful creaking sound each time it was opened. The final creative touchpoints included a website and launch video. Game of Thrones actor ‘The Hound’ (Rory McCann) narrated the poem over the footage, adding a level of emotion to this project that definitely got the attention and respect of our niche audience. Alongside the imagery was the poem Sea Fever by John Masefield. This was set in an old handwritten font, then projected onto muslin cloth and photographed. It was as if the souls of the sea were narrating the poem to you. THE RESULT Number 1 in category within 3 months of launch. WE KNOW YELLOW Brand launch for Yellow Cover Insurance THE NEED When NTI decided to expand from truck insurance into mobile plant and equipment, they engaged us to create a completely new brand that immediately connected with equipment owners and brokers, and clearly demonstrated the industrial strength protection that only Yellow Cover provides. THE SOLUTION Existing policy holders needed to be retained and new customers established.