SlideShare une entreprise Scribd logo
1  sur  27
Télécharger pour lire hors ligne
Who?
 April 2009




                                                               1
               © t7F London.co.uk all rights reserved: PS/RT
WHAT IS t7F LONDON?


                                    An integrated agency
                                       expert in premium
                                    niche and challenger
                                                   brands
 August 2009




                                                                2
                © t7F London.co.uk 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 London.co.uk 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 London.co.uk 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 London.co.uk all rights reserved: PS/RT
A few examples "
        of our previous
        campaigns

                                                6
© t7F London.co.uk 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 London.co.uk 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 London.co.uk all rights reserved: PS/RT
                                                                 safely. 
                       8
 April 2009




                                                               9
               © t7F London.co.uk all rights reserved: PS/RT
The campaign reached over
               8 million unique users and
               delivered over 19m
               advertising impressions
 April 2009




                                                               
                                                                   10
               © t7F London.co.uk 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 London.co.uk 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 London.co.uk all rights reserved: PS/RT
 April 2009




                                                               13
               © t7F London.co.uk 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 London.co.uk all rights reserved: PS/RT
                                                                                              14
 In 2007 online music discovery was in its infancy
            Last.fm 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 London.co.uk 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 London.co.uk all rights reserved: PS/RT                                      16

www.amplified journeys.hk
                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 London.co.uk all rights reserved: PS/RT
 August 2009




                                                                18
                © t7F London.co.uk 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 London.co.uk 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 London.co.uk 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 London.co.uk 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 London.co.uk all rights reserved: PS/RT
Then it all sort of snowballed
 April 2009




                                                               23
               © t7F London.co.uk 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 London.co.uk 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. travelpost.com
                                                     
 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. yellowswordfish.com  


                                                          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. airtravelgenius.com 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 - iagblog.blogspot.com 

                                                          like pretty random gift giving,
It was a fabulous experience and I told several people they needed to try it out. – persuasion.typepad.com 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 – iagblog.blogspot.com

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 London.co.uk all rights reserved: PS/RT                                                             ruth. a. hill gatewayva.com
Readers voted MAXjet No. 2
                                                               International carrier behind
                                                                          Singapore Airlines.
                                                                    (Despite continuing cancellations)
 April 2009




                                                                                                         26
               © t7F London.co.uk all rights reserved: PS/RT
How can we help?
 August 2009




                                                                27
                © t7F London.co.uk all rights reserved: PS/RT

Contenu connexe

En vedette

En vedette (8)

Ramadan 101 Episode No. 15
Ramadan 101 Episode No. 15Ramadan 101 Episode No. 15
Ramadan 101 Episode No. 15
 
Brochure
BrochureBrochure
Brochure
 
Dextro
DextroDextro
Dextro
 
Xcelience New
Xcelience NewXcelience New
Xcelience New
 
Fundraisingnonprofitorganizations
FundraisingnonprofitorganizationsFundraisingnonprofitorganizations
Fundraisingnonprofitorganizations
 
Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09Jeremy Head I Crossing Wtm 09
Jeremy Head I Crossing Wtm 09
 
Talking To Teenagers
Talking To TeenagersTalking To Teenagers
Talking To Teenagers
 
Nextdoor
NextdoorNextdoor
Nextdoor
 

Plus de t7F London.co.uk

Plus de t7F London.co.uk (6)

What is Augmented Reality?
What is Augmented Reality?What is Augmented Reality?
What is Augmented Reality?
 
Edit Retail Presentation
Edit Retail PresentationEdit Retail Presentation
Edit Retail Presentation
 
Dextro
DextroDextro
Dextro
 
Press Coverage
Press CoveragePress Coverage
Press Coverage
 
Golddigga A Case History
Golddigga   A Case HistoryGolddigga   A Case History
Golddigga A Case History
 
Amplified Journeys from Harman Kardon
Amplified Journeys from Harman KardonAmplified Journeys from Harman Kardon
Amplified Journeys from Harman Kardon
 

Dernier

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 

Dernier (20)

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 

An introduction to t7F London

  • 1. Who?  April 2009 1 © t7F London.co.uk all rights reserved: PS/RT
  • 2. WHAT IS t7F LONDON? An integrated agency expert in premium niche and challenger brands  August 2009 2 © t7F London.co.uk all rights reserved: PS/RT
  • 3. 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 London.co.uk all rights reserved: PS/RT
  • 4. 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 London.co.uk all rights reserved: PS/RT
  • 5. 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 London.co.uk all rights reserved: PS/RT
  • 6. A few examples " of our previous campaigns 6 © t7F London.co.uk all rights reserved: PS/RT
  • 7. 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 London.co.uk all rights reserved: PS/RT
  • 8. 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 London.co.uk all rights reserved: PS/RT safely. 8
  • 9.  April 2009 9 © t7F London.co.uk all rights reserved: PS/RT
  • 10. The campaign reached over 8 million unique users and delivered over 19m advertising impressions  April 2009 10 © t7F London.co.uk all rights reserved: PS/RT
  • 11. 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 London.co.uk all rights reserved: PS/RT
  • 12. 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 London.co.uk all rights reserved: PS/RT
  • 13.  April 2009 13 © t7F London.co.uk all rights reserved: PS/RT
  • 14. 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 London.co.uk all rights reserved: PS/RT 14
  • 15.  In 2007 online music discovery was in its infancy  Last.fm 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 London.co.uk all rights reserved: PS/RT
  • 16. “…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 London.co.uk all rights reserved: PS/RT 16

  • 17. www.amplified journeys.hk 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 London.co.uk all rights reserved: PS/RT
  • 18.  August 2009 18 © t7F London.co.uk all rights reserved: PS/RT
  • 19. 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 London.co.uk all rights reserved: PS/RT 19

  • 20. 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 London.co.uk all rights reserved: PS/RT 20
  • 21. 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 London.co.uk all rights reserved: PS/RT
  • 22. 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 London.co.uk all rights reserved: PS/RT
  • 23. Then it all sort of snowballed  April 2009 23 © t7F London.co.uk all rights reserved: PS/RT
  • 24. 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 London.co.uk all rights reserved: PS/RT
  • 25. 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. travelpost.com 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. yellowswordfish.com 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. airtravelgenius.com 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 - iagblog.blogspot.com like pretty random gift giving, It was a fabulous experience and I told several people they needed to try it out. – persuasion.typepad.com 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 – iagblog.blogspot.com 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 London.co.uk all rights reserved: PS/RT ruth. a. hill gatewayva.com
  • 26. Readers voted MAXjet No. 2 International carrier behind Singapore Airlines. (Despite continuing cancellations)  April 2009 26 © t7F London.co.uk all rights reserved: PS/RT
  • 27. How can we help?  August 2009 27 © t7F London.co.uk all rights reserved: PS/RT