to read our 'We don't do dumb' book - DHM London

Recommendations

Info

“Our awareness is lower than our market share!” How do you change that without appearing big and corporate? After all we’re talking honey, one of the most natural substances on Earth. (I’m sure most people would choose a local farm over The United Honey Corporation.) So we came up with an unusual solution. (No it really is, stick with us.) We discovered that Rowse first revealed their new logo by organising a tea party for the staff on the lawn outside their factory, during which they ran the new logo up a flagpole. Hurrah! Everybody cheered. That’s unusual. So we decided that the best way to represent this charming English company would be to get this charming English company to represent itself. As a result of the campaign prompted brand awareness rose by 44% and sales were up 30% on the previous year. (Source: Nielsen) Rowse staff have made their own ads. We’re putting £3.5 million behind the campaign; that’s the most anyone’s spent advertising honey in the last decade. So look out for the TV ad in Feb, watch the staff’s homemade ads at facebook.com/rowsehoney and stock up now!
STEP 1: Get employees to write, direct and star in their own ads. “Bee Cam” “Bee Dancing” “Rowse As In Howse” “Captain Rowse” “Things We’re Rubbish At” “70 Years”
Page 1 and 2: We don’t do dumb.
Page 3 and 4: We don’t do dumb. We think people
Page 5 and 6: ASSETS BRITAIN CONVERSATIONS DEVELO
Page 7 and 8: In 2008 Smooth Radio was a national
Page 9: Smooth Radio TV. 40” - “Sleevef
Page 15 and 16: BRITAIN
Page 17 and 18: Translation: If you’d like a lot
Page 19 and 20: Rightmove TV. 60” - “One Nation
Page 21 and 22: CONVERSATIONS
Page 23: This is how we put the new Adnams i
Page 30 and 31: 1st BIRThDAY - 12-11-11 Adnams Copp
Page 33 and 34: Why join our little wine club? (Apa
Page 35: As you’d expect from the UK’s l
Page 39 and 40: “ We’ve got a ‘use or lose’
Page 42 and 43: The result: 70% of the target said
Page 46 and 47: STEP 2: Build Facebook page to let
Page 48 and 49: STEP 4: Tell journalists. (Via the
Page 50 and 51: STEP 6: Tell the trade.
Page 52 and 53: GOOGLE
Page 54 and 55: FIRST we hid gifts behind a range o
Page 56 and 57: NExT we let people know about it an
Page 58 and 59: FINALLY, we filmed London’s media
Page 61 and 62: A book to inform businesses that Go
Page 63 and 64: hIP
Page 65 and 66: By avoiding ‘we’re great’ che
Page 69: howies Cinema. 60” - “Surfer”
Page 76 and 77: ICONS
Page 78 and 79: JUMP!
Page 80 and 81: In order to make the crossing, Appl
Page 82: Whether you are talking to them or
Page 86: The planners came up with a great i
Page 90 and 91: LUXURY
Page 92 and 93: Don’t spread your bets, put your
Page 94 and 95:
Avoid the language and behaviour of
Page 96 and 97:
‘Wasted’ space sends out a clea
Page 98 and 99:
Show your audience you know who the
Page 100 and 101:
MYERS BRIGGS
Page 102 and 103:
If your answer was along the lines
Page 104 and 105:
It’s estimated that twenty-six ne
Page 106 and 107:
The answer to most global communica
Page 108 and 109:
We could have just printed “Penha
Page 110 and 111:
A mistletoe substitute for Christma
Page 112 and 113:
Before anything’s communicated an
Page 114 and 115:
Once the Organising Idea has been a
Page 116:
Vertu had established a strong repu
Page 123 and 124:
QUESTION
Page 125:
The message
Page 128 and 129:
The result
Page 130 and 131:
RESONANCE
Page 132 and 133:
The Regular Guy The Innocent The Je
Page 134:
If you have a very limited budget,
Page 137:
Ginger Joe TV. 10” - “Clippings
Page 140:
“Fuel for ideas” Its reputation
Page 145 and 146:
UNPAID
Page 147 and 148:
Tim Delaney. 1987 Tim Delaney. 1989
Page 149:
Luerzers 60” film - ‘Glazer’
Page 158:
We heard that there had been letter
Page 163 and 164:
VERSUS
Page 165 and 166:
WhISKY
Page 173 and 174:
XENOPhOBIC?
Page 175 and 176:
First we needed to put our case:
Page 181 and 182:
YEOVIL
Page 183 and 184:
please drink responsibly. Come on G
Page 185 and 186:
please drink responsibly. Come on R
Page 187 and 188:
‘ZIDER’
Page 192 and 193:
THE END. You’re very diligent, th
show all

to read our 'We don't do dumb' book - DHM London

Create successful ePaper yourself

Delete template?

Save as template?