Lawrence & Pierce | Marketing Visions - vision_xi

talking point

How times change. How little they change.
Over 20 years, our studio has moved from cow gum and waxing machines (pre-Brazilians) to Illustrator, Freehand and InDesign, from watercolour and magic marker to Photoshop and Corel Paint. Our creative thinking and marketing proposals, however, remain consistently customer and audience-focused, while the media and tactics available offer vastly different opportunities.

Building websites, using SMS, viral campaigns, proximity and e-marketing, in addition to our digital, high definition advertising are now all in a day’s work for our new media team. And we still specialise in market research, analysis and reporting, brand management, strategy development and everything else you’d expect from a full service agency.

In high-profile locations, with a fast-paced environment and 2.7 million consumers per annum, our ability to deliver relevant communications in a dynamic and eye-catching way is crucial.

In some areas, we’re at the heart of new developments. After the successful launch of the UK-arm of a dynamic media company, our creative and technical ability led to our appointment as their partner to deliver digital, high definition outdoor advertising. Our adverts target their demographics in city centres across the UK and attract a footfall of at least 2.7 million consumers a year. In high-profile locations, with a fast-paced environment and numbers like that, our ability to deliver relevant communications in a dynamic and eye-catching way is crucial. This is when our experience and new technology knowledge pays off. Our ability to understand the market’s needs and communicate in a way they find appealing is traditional. The way we deliver our different messages is contemporary and innovative.

How times change. How little they change. New tactics, new media, new marketing technology and new analysis techniques: all these make our dynamic industry constantly exciting, even though we’re still trying to fulfil the same basic human need – to communicate clearly.

We’ve added new clients from diverse sectors, but we’re often delivering creative ideas to the same multi-national clients that we did 15 to 20 years ago. Fortunately, some things never change.

Martin Lord MANAGING DIRECTOR

beyond the brief

BACKGROUND

WindowGain is continuing to consolidate its position as the leader in digital outdoor advertising. The company are rapidly expanding in the UK and are moving away from the typically static nature of high street advertising. WindowGain’s innovative technology enables clients to reach consumers in a more active, animated and direct way, by projecting moving images with sound onto windows of all sizes: from 20 to 200 square feet. Having recently opened offices in Nottingham to cover the UK market, WindowGain chose to work with us with a view to further capitalise on their already successful product.

BRIEF

We were asked to deliver a full marketing campaign, focusing on brand development.

APPROACH

We sought to create a strategy that took advantage of the strengths of such an innovative and fresh product. All our material demonstrates the potential for creating the most exciting advertising on the streets today.

SOLUTION

As this form of advertising reaches consumers where they live, work, shop and socialise, we decided to emphasise its streetwise nature. Our campaign enabled us to fully realise these key objectives and communicate the quality of the content that can be utilised with WindowGain.

CAMPAIGN

Initially, we emphasised the fact that this was a new form of advertising, with huge potential. The production of a high quality, eye-catching 12-page foldout mailer with CD strongly promoted this. We developed the brand style with eye imagery, symbolising that the advertising “hits you between the eyes”, making an immediate impact. The more cutting-edge and dramatic aspects of the campaign include:

• • Production of a library of ads, demonstrating the product’s potential
• • Preparing presentations for WindowGain’s board to deliver to new clients
• • Creation and management of the WindowGain website for the UK
• • Vox Pops videos demonstrating the product’s impact
• • Targeted emailers with videos
• • Competition in conjunction with GMB Nottingham Panthers to advertise the company and product in a fun way

With the aim of implementing a long-term business relationship, WindowGain invited us to be their partner for video creation, editing and promotion, both in-house and for advertisers. These adverts can be seen at all their sites across the UK, including London, Bluewater, Milton Keynes, Belfast, Ipswich, Nottingham, Derby, Northampton, Solihull and Sheffield.

RESULTS

“With such a novel approach to outdoor media, we were thrilled that Lawrence & Pierce were able to complement our modern idea with such a fresh new marketing style that successfully caught the attention of our target audience. They fully understood both our product and our company, making for a very pleasant and comfortable working relationship.”
Simon Russell, Managing Director: WindowGain.

in brief

Elevated Photos
The pioneering Elevated Photos chose us to deliver a website, emailers and brochures, promoting cutting-edge concepts to their global market. "L&P were indispensable in strengthening our customer base. We look forward to continue our work with them and have complete faith in their promotional ability, which has already helped sales significantly."

Simon Bourne, Managing Director: Elevated Photos

First TransPennine Express
"As our relationship with L&P is strong, we knew we could rely on them to deliver what we wanted for this advertising campaign.  As always, their transport expertise meant they knew how to reach our target audience precisely."

Dave Crocker, Marketing Manager: First TransPennine Express

Nottinghamshire County Council Customer Service Centre
"Lawrence & Pierce were responsilbe for the concepts for the council’s new, single customer service centre number and worked with us to deliver this exciting project. Clever, relevant copyline and compelling visuals from L&P made this campaign a winner."

Sarah Thurlby, Project Manager: Nottinghamshire County Council