11.2008
Faster, stronger, cheaper
Faster, stronger, cheaper
Three new Ultralase TV ads featuring two British Olympic heroes rapidly delivered for the price of one.
Three new Ultralase TV ads featuring two Olympic British heroes rapidly delivered for the price of one.
We’d worked with Ultralase six years ago and produced the original and phenomenally successful TV commercial featuring Olympic gold medallist Jonathan Edwards CBE. So it was great to win a four-way pitch to produce a new commercial. In addition to the creative, Budget S-T-R-E-T-C-H played a big part in the decision.
We proposed not one 30 second commercial, but three featuring not one but two Olympic gold medallists – Jonathan Edwards and Sir Steven Redgrave, whom Jonathan actually recommended Ultralase to. Budget S-T-R-E-T-C-H and some canny TV production techniques brought it all in for the amount you’d expect to make just one quality TV ad.
Powerful and highly persuasive, the first of the three commercials is on air now, with the remaining two to be released in the run up to the 2012 Olympics. Sir Steven reckons Ultralase deserve a medal – maybe he could spare one of his five? Maybe not.
11.2008
Leeds chocker for Thorntons
Leeds chocker for Thorntons
Principles unveiled Thorntons world's biggest box of chocs and achieved returns of over £17 for each £1 spent.
Principles unveiled the world’s biggest box of chocs and got Thorntons £350k of coverage for £20k. At 5 metres tall and weighing 2,100kg, there was a lot to go round. But budget-wise, things were different. Thorntons wanted a big splash but for finite cash. Budget S-T-R-E-T-C-H enabled us to make the budget work incredibly hard – so hard, it achieved returns that were the advertising equivalent of £17.42 for every £1 spent.
So what did we do to achieve such coverage? Well, Thorntons moments are all about sharing. Over two days, shoppers in the soft-centre of Leeds loved sharing almost a quarter of a million twist-wrapped chocolates from the Guinness Book of World Records featured box. The event we organised went as smoothly as a Thorntons soft caramel moment. Sponsorship of Leeds Shopping Week, data capture via a prize draw with luxury sharing-themed prizes and promotion on Galaxy Radio brought the chocoholics swarming. We gained Thorntons local and national press, TV and radio coverage an incredible 17 times the value of the budget.
01.2009
NHS thinks we're best for breast
NHS thinks we're best for breast
Everyone knows breastfeeding is best, but the message wasn't getting through to young Calderdale mums.
Everyone knows breastfeeding is best, but the message wasn't getting through to young mums and mums-to-be in the Calderdale region.
Calderdale Primary Care Trust turned to Principles Agency to address the stigma and negative attitudes associated with breastfeeding and to reinforce the proven long term health benefits. We immediately assigned mother-of-one Account Director Rebecca Nichells, father-of-one media expert Nick Ashworth and an all female creative, media and planning team to bring greater understanding to the task. We then applied Budget S-T-R-E-T-C-H to produce a highly targeted 'Only Natural' social marketing campaign encouraging 16 to 24 year old mums in the Halifax area to 'Do something amazingly ordinary' by trying breastfeeding and feeling comfortable doing so in public.
"Principles Agency inspired us with its straightforward 'street-level' approach to tackling the campaign objectives head-on with striking creative" said Stephanie Ryan, Communications Manager, Calderdale PCT.