An introduction to t7F London

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Information about An introduction to t7F London
Business & Mgmt

Published on August 17, 2009

Author: t7F



This is a short over view to our revamped agency, and yes we are working on another one right now.

Who?  April 2009 1 © t7F all rights reserved: PS/RT

WHAT IS t7F LONDON? An integrated agency expert in premium niche and challenger brands  August 2009 2 © t7F all rights reserved: PS/RT

We create brand strategy you can actually use. We refocus and re-energise brand communications. We are a group of professionals based by Russell Square connected We search and find to a growing network of additional niche specialists. new audiences and construct new stories to be heard.  April 2009 3 © t7F all rights reserved: PS/RT

A BESPOKE AGENCY Working in partnership with a discrete number of brands and businesses that seek measured returns for a targeted investment  Augustl 2009 4 © t7F all rights reserved: PS/RT

THE DIFFERENCE We blend the skills of strategic media planning with creativity and the techniques required in brand activation. Which really means a group of clever and enthusiastic people focused on results.  April 2009 5 © t7F all rights reserved: PS/RT

A few examples " of our previous campaigns 6 © t7F all rights reserved: PS/RT

THE CHALLENGE Required to make FRONTLINE flea and tick ® treatment more consumer friendly and start one-to- one dialogue with UK consumers Global and European sites were the only online properties  August 2009 7 © t7F all rights reserved: PS/RT

Pet owners were not visiting branded category sites, but they were disproportionate users of photo sharing social networks. Using FRONTLINE meant ® you could hug your pet  Augustl 2009 © t7F all rights reserved: PS/RT safely. 8

 April 2009 9 © t7F all rights reserved: PS/RT

The campaign reached over 8 million unique users and delivered over 19m advertising impressions  April 2009 10 © t7F all rights reserved: PS/RT

Golddigga Street / urban female fashion brand (core 14-18) Build brand credibility and widen awareness Brand owner and retailers very analogue Consumers 100% digital Came to us to develop their ‘non-functioning site’  April 2009 11 © t7F all rights reserved: PS/RT

THE STRATEGY Reflect target’s growing but changing media consumption Go where they go / listen to what they have to say Not site redevelopment but use of social media Create new touch point & offer Established that ‘paid for’ print media visitors more value and a richer was not relevant for our audience experience Moved all media spend online with the majority being placed with Bebo. Developed product placement and experiential activities running alongside  April 2009 weekly social network activity 12 © t7F all rights reserved: PS/RT

 April 2009 13 © t7F all rights reserved: PS/RT

30 million branded Over 5,000 people asked to become a friend of golddigga on Bebo. The brand profile was impacts to girls viewed by over 90,000 people, and golddigga branded skins were downloaded to over aged 13-24. 23,000 personal profiles delivering at the very least 1.1 million personally endorsed brand messages to their friends. Brand appeared in 75% of Sofia’s Diary episodes over 6 month period 1.1 million personally online and re-edited version on Channel Five endorsed brand messages  April 2009 to their friends. © t7F all rights reserved: PS/RT 14

 In 2007 online music discovery was in its infancy  had just launched  TopGear was releasing CD compilations  Automotive iPod connectivity was growing  There was a unique opportunity to own music on the move  April 2009 15 © t7F all rights reserved: PS/RT

“…Our aim was to link Harman Kardon with music on the move within the UK. “We ended up with an innovative, award winning communication programme, that has had a global impact on key influencers...”  April 2009 Harman Becker Automotive Systems 2009 16 © t7F all rights reserved: PS/RT 16

www.amplified Custom built, cutting edge online application. Music discovery & navigation mash-up (playlists set to route maps) Promoted via strategic partnership with influential media owner Multiple media channels Innovative use of SEO Backed up by blogger out-reach programme  April 2009 17 © t7F all rights reserved: PS/RT

 August 2009 18 © t7F all rights reserved: PS/RT

A great new business idea The Springspotter Network consists of more than 8,000 global business and marketing- savvy spotters, who recognise a new business idea when they come across one. A vibrant mix of cool hunting, new business ideas and trend spotting “...Music and travelling have always been a natural mix, so what better way to advertise Harman Kardon's products - and create some nice goodwill - than by giving away a little musical free love? “This could become hygiene in the trip-planning world!”  April 2009 19 © t7F all rights reserved: PS/RT 19

In six months since launch the site has been viewed in 118 countries 35,000+ unique users have planned journeys 50+ bloggers have written about it Less than 50% bounce rate 5 minute average dwell time on site Global media coverage, UK > Korea “..a new form of automotive music integration has been born,  April 2009 welcome to the future..” (MSN) © t7F all rights reserved: PS/RT 20

MAXjet: a 30 month flight From resizing someone else’s ad to realising £1Om of communications value from under £3m spend  April 2009 21 © t7F all rights reserved: PS/RT

It all seemed so simple to begin with August 2005. Take an American agency’s work and re-size for the UK.  August 2009 22 © t7F all rights reserved: PS/RT

Then it all sort of snowballed  April 2009 23 © t7F all rights reserved: PS/RT

It wasn’t just the cancelled flights, this small operation However the passengers were getting a rough ride didn’t have the ground staff to explain when things went wrong.  August 2009 24 © t7F all rights reserved: PS/RT

MaxJet, which offers nonstop all- business-class service between Washington and London Stansted, has sale fares of $999 round-trip for travel Nov. 1-Feb. 28; usual MaxJet fare starts at $1,749 round trip, and business-class fare on other airlines starts at $2,213. The sale fare must be purchased by Oct. 1; request promo code ANNV06. Info: 888-I-FLY-MAXJET. Not bad for business class travel between DC and London. Plus, no Virgin Atlantic laptop restrictions. But then we engaged with So - was it any good. Oh yes! Quiet and peaceful check-in desk. Fast-tracked through security. A private lounge with food and drink * = At the time there were 942 active bloggers writing about MAXjet available. And when we got on the plane, leather seats that actually can be hiked back to almost horizontal and still allow room for the passengers we had let down and person next to you to stand up and get past you. That’s right - stand up! And food served on china with proper cutlery! And great food as well. Fantastically cheerful cabin crew who seemed to be around offering something all the time. some of the negative bloggers*. If you live north of Watford and want to avoid the mess and nightmare that is Heathrow then I seriously suggest you check out MaxJet. SAYING They almost put the fun back into flying. Using a none corporate email So if you like travelling business class at an economy price then it might be time to give Maxjet a shot. 23 march Maxjet, which operates transatlantic flights in and out of Stanstead, reported a 30% hike in average weekly sales during the past five style, coupled with what looked days, with passengers originating in the U.K. making up a substantial percentage of the increase for travel in August and September. posted at 8/16/ 02:18:00 PM - like pretty random gift giving, It was a fabulous experience and I told several people they needed to try it out. – Anthony Garcia is Future Now’s Senior Persuasion Architect. SORRY Anecdotally, this blog gets hammered daily with the search word “maxjet”. You would be amused to know by whom – BA, bmi, BAA, and the public mood changed… yes even Virgin. What does this tell you? posted at 10/17/ 08:37:00 AM – Onboard my London flight from New York, I wasn’t disappointed. Inside the Boeing 767 cabin, customers could relax in wide leather seats  August 2009 — only 102 of them — half the usual number of seats for the aircraft. Consequently, aisles are wide, walk-around is easy, and there’s nobody in a middle seat. It seemed there were more flight attendants onboard than usual, and one of them handed me a digEplayer, my personal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. – 25 © t7F all rights reserved: PS/RT ruth. a. hill

Readers voted MAXjet No. 2 International carrier behind Singapore Airlines. (Despite continuing cancellations)  April 2009 26 © t7F all rights reserved: PS/RT

How can we help?  August 2009 27 © t7F all rights reserved: PS/RT

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