Pet Charity ‘All Dogs Matter’ Taps #DogsatPollingStations Trend to Encourage Adoption
To Mark the UK’s Snap Election, CP+B London Create ‘Election Snap’ Card Game.
A Simple, Fun Way to Help Brits Decide Who to Vote for
PROBLEM:
How can each of us make the most of what we are all born with, to think and act with more creativity?
The problem for most adults as we age is that our cognitive inhibition system becomes over-active. This means we tend to filter out a lot of the ideas we need to be most creative.
TRUTH:
Recent academic research into the brain and creative activity has revealed that rather than being hard-wired, humans are in fact “live-wired”, endlessly adaptable beings – inherently capable of deep creative thinking. And never was this more evident than when comparing the creative minds of young kids with those of adults.
OUR SOLUTION:
To work with The Copenhagen Institute of Neurocreativity as part of the 2016 Eurobest Festival, to better understand what ‘creativity’ actually means to the human brain, and how we can all hone our creative skills, no matter what age we are.
RESULT:
To encourage this discussion we put the adult brain to the test. We did this by giving the Eurobest audience the “Incomplete figure test’’ from the Torrance Test of Creative Thinking. Once completed we then contrasted the results with those from our previous session with our CP+B children. Few could disagree that the children had drawn more uncommon subject matter, implied stories, and overall had used richer imagery than the adult.
CP+B LONDON
32 York Way, London N1 9AB
Tel: +44 20 35517701
If you are coming by train or tube, we are right next to King's Cross station just come out of the station and turn left, the first road you hit is York Way.
We are about 100 meters up on the right, just after Costa Coffee.
WARNING: If you put the postcode into a sat nav, unfortunately you will get sent to the very top end of the York Way, right up near Camden.
It’s annoying but now you know.
FOR NEW BUSINESS
Contact Richard @ RPinder@cpbgroup.com
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BACKGROUND
Hotels.com is the obvious choice for booking hotels and in the US they have been using their biggest fan, Captain Obvious, as an obvious-speaking brand advocate. We took Captain Obvious across the pond and introduced him to the awesome people of Great Britain. It’s actually not a pond, it’s an ocean.
BRAND TRUTH
Hotels.com is the obvious choice for booking hotels
OUR SOLUTION
“People don’t want to watch ads online, so they don’t… they skip them”
– Captain Obvious
Ignoring a commercial online has never been easier. All the viewer has to do is press ‘skip ad’. But Hotels.com wanted to make sure people weren’t going to skip Captain Obvious’ big UK introduction, so with the help of Channel 4 we got Captain Obvious to skip the ad instead… literally… using a jump-rope.
RESULTS
In the first week, the ‘Skip Ad’ collected more than 400 thousand impressions on the Channel 4 video-on-demand channel and reached an engagement rate of 34%. Overall ‘Skip Ad’ was skipped over 200k times.
PROBLEM
Continue letgo global expansion launching the brand in Norway.
BRAND TRUTH It’s time to let go.
ACTION
Launched a campaign that shows Norwegians that there’s a new fun and easy way to letgo of things they no longer use.
RESULTS
In the first day of airing, the app was already #1 on the shopping category in both App Store and Google play
This year we are launching our very own bursary, raising money through creativity for a cause that we feel passionate about. And this year we are tackling the issue of education.
As you might be aware, further education for the creative industries is very expensive and with your help we want to send a student through creative school, every year. We will work closely with the student throughout the year to nurture and enhance their creative talent.
PROBLEM
Turkish Airlines were sponsoring the new Batman Versus Superman film and wanted to come up with a campaign that made sense of the sponsorship rather than being just a shallow fame driving spend
BRAND TRUTH
Turkish Airlines fly to more countries that any other airline
ACTION
We are the airline that flies to more countries than any other airline, we are the airline that looks to bridge worlds and create connections other airlines don't and we've made a commitment to increase our brand presence and connectivity to and from the USA. It would therefore make complete strategic and creative sense that we're the airline opening new routes to Gotham and Metropolis. It anchored the sponsorship in the travel world in a unique and innovative way, giving Turkish Airlines a very clear and clever role to be part of the conversation of the film and importantly seamlessly aligns the film franchise to us as a brand.
The two ads were launched in the pre show to the 2016 Super Bowl, generating huge amounts of buzz and conversation. The full 360 elements of the campaign were designed to ensure we also Widen Your World on Gotham and Metropolis with a Time Out Guide for each and a competition to win a flight to either Gotham or Metropolis (for the premier). The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone – who ranked the ads No1 movie commercials in the SuperBowl, a great result both for Turkish Airlines and Warner Bros.
PROBLEM
Donald Trump
TRUTH
Trump is gaining a popular following in the US thanks to choice soundbites that play on peoples' fears - and capture attention. For many it feels almost impossible to challenge Trump supporters by countering with facts, because once the heart has been won, the mind often doesn’t get to have a say.
OUR SOLUTION
Turn Trump's quotes into expressions of love, instead of hate, and by doing so highlight just how absurd some of the things he says can be.
PROBLEM:
Small, mischievous Irish bookie entering a very competitive market.
TRUTH:
Sport is run by the elite, for the elite.
OUR SOLUTION:
Paddy Power the bookie on the side of the punter: So we gave the punter a voice with “We Hear You”.
RESULT:
Paddy Power's profit grew 20% in 2 years. Its social media presence went from 32K followers on Facebook in 2012 to 1.3M in 2014 and from 55K to 538K on Twitter.
PROBLEM:
To find a way to test and potentially prove that children are more creative than adults.
TRUTH:
Recent academic research into the brain and creative activity has revealed that rather than being hard-wired, humans are in fact “live-wired”, endlessly adaptable beings – inherently capable of deep creative thinking. And never was this more evident than when comparing the creative minds of young kids with those of adults.
OUR SOLUTION:
To host and curate a discussion focusing on creativity and the science behind it as part of this year’s Eurobest Festival, alongside the Copenhagen Institute of Neurocreativity.
RESULT:
To capture this creativity in action, by filming some of our children at the home of CP+B London, taking part of the Torrance Test of Creative Thinking. This footage will then be used to draw comparisons between the level of divergent thinking - a measure of creativity - among our children, and the adult participants at Eurobest 2016.
WHAT IS CREATIVITY?
Let’s start thinking about creativity in its broadest sense.
Let’s stop thinking about creative as a product or a department.
We begin by identifying the ‘real’ problem and then applying creativity to solve it.
Get a bunch of diverse minds to think upstream and see what happens.
Creativity is flexible, collaborative
and fast.
It is cool, exciting and powerful.
It is the solution that will transform business fortunes.
And it’s the most fun you can have with your clothes on.
Not wanting to get all over dramatic,
but creativity is the cure.
THE OBVIOUS CHOICE
PROBLEM:
Disrupt the sea of sameness in the online hotel booking category.
TRUTH:
As far as booking a hotel online goes, there are not many providers that do what they say on the tin like Hotels.com!
OUR SOLUTION:
“Hotels.com. The obvious choice.”
RESULT:
Launch week 20% increase in site visits, 30% of value from new customers vs. 26% previous month (new customer value up 15% week-on-week).
AD OF THE DECADE
PROBLEM:
A perception that Turkish Airlines is a small local carrier, flying only to Turkey. Low brand awareness, low brand trust.
TRUTH:
Turkish Airlines fly to more countries than any other airline.
OUR SOLUTION:
Combine the use of some major sports talent with a cultural phenomenon the - selfie - and celebrate the huge variety of destinations on offer.
RESULT:
YouTube ad of the decade. 141 million views. On target to be the world’s largest airline by 2023.
JUST DANCE 3 - AUTODANCE
PROBLEM:
Just Dance 2 had been a big success - our task for Just Dance 3 was to recruit new users from outside of the existing community of dancers and gamers.
TRUTH:
No matter who you are, everyone has a dancer inside them.
OUR SOLUTION:
We created the iconic Autodance
app that proved that “Anyone Can
Just Dance”.
RESULT:
8 million app downloads and 43 million
user-generated videos. Just Dance 3
became the best selling game
in Europe.
DO DON’T SAY
In this day and age the best is work that socialises, so we bring your brand truth to life and show it in action.
ALWAYS WORKING FRESHER
We are grown up and entrepreneurial and we use a highly collaborative open-source way of working.
TO THINK - TO MAKE - TO DO
We pride ourselves on our creative
enthusiasm, we love solving
problems. But we also make our own
products and do stuff beyond the
call of duty.
CREATIVITY IS THE CURE
We identify your problem and then create the best team. And the right people to solve it in the most impactful and effective way possible.
EPIC FOOD
PROBLEM:
As awareness was growing, we wanted
to begin to build a brand and imbue
‘widen your world” with meaning
and action.
TRUTH:
The best way to experience a country’s culture is through its food.
OUR SOLUTION:
Reframe the variety of destinations on
offer as flavours on offer and continue
the narrative of major sports stars
racing around the world to experience
them all.
RESULT:
3 point increase in brand awareness
over 6 months of 2014, 62 million
views, over 400 entries to the
epicfoodmap.com competition.
FLY AFRICA
PROBLEM:
Turkish Airlines are unlocking growth
in Africa, having doubled their seat
capacity to over 70k in 4 years. They
wanted to build awareness of their
continued expansion.
TRUTH:
Africa will be the most important
geographic part of the world in the
next 100 years but is still currently
heavily stereotyped.
OUR SOLUTION:
A film that challenges those cultural perceptions of Africa and celebrates a continent in flight showing its beauty, diversity and modernity.
RESULT:
Over 8 million views on YouTube.
EPIC POOL DUNK
PROBLEM:
Turkish Airlines have a huge love and passion for Basketball and they want their sponsorship of Euroleague to be seen as much more than a sponsorship.
TRUTH:
Turkish Airlines have a true love for
Basketball as it the fastest, most
progressive ball sport and therefore
this is not just a badge sponsorship.
OUR SOLUTION:
Celebrate the passion of basketball fans by joining the amazing craze of ‘pool dunk’ videos on YouTube and take them to the next level with pro players.
RESULT:
Over 3 million views on YouTube.
We don't think of ourselves as an advertising agency, we are a creative agency. They might sound like the same thing, but there is a distinct difference. There are plenty of agencies all over the place that do ads, and find joy in just doing what has always been done, but that's not us. We think clients and staff deserve more ambition and a better, more engaging end result.
We aim to create culture not advertising.
If you are interested in joining us on our mission tell us why here lharris@cpbgroup.com
PROBLEM:
Grow an established brand in an established category.
TRUTH:
The core truth of the product is the tender chocolate melting even the hardest of souls.
OUR SOLUTION:
"Dare to be tender". A truly tender experience in a toxic world.
RESULT:
Consistent double digit growth over
the four years the work ran.
BALL OF SHAME
PROBLEM:
Betting offers had become boring and repetitive.
TRUTH:
Football is a circus of bad behaviour. But that’s largely why the punters love it.
OUR SOLUTION:
A new offer format that was based around players’ bad behaviour on and off the pitch.
RESULT:
The Premier League season 2013/14 saw turnover +21%, unique customers +16% and first time stakers +33% versus the 2012/13 season.
One of the things you will notice about our logo is the ‘elephant.’
It originates from the states way back in the late 1800’s.
The story goes, when they brought
the circus to town, instead of paying for
expensive advertising, they would
literally walk one of the elephants
through town to create buzz
and excitement.
Of course everyone went crazy.
It is so relevant to the way brands must think in this modern era of social impact.
It’s a simple technique that inspires us with all of our clients: we start by finding a brand truth, and then we turn that brand truth into action and literally walk an elephant through town.
PROBLEM:
Launch a second-hand goods app in a market where people are used to giving away things they don't use to ones in need.
TRUTH:
It's time to let go.
OUR SOLUTION:
Launched a campaign to show Turkish people that there are things that you can't give away, but you can sell them easily with letgo.
RESULT:
Moved from position #212 to #1 on the ranking of the most popular apps from Apple Store in 1 week of airing.
GLITCH
PROBLEM:
Microsoft was seen to have dismissed hardcore gamers in its bid to own the family living room with Xbox One.
TRUTH:
Xbox One is the ultimate
gaming machine.
OUR SOLUTION:
Challenged hardcore gamers to decode the 1 second glitch in our global TVC with layers of embedded tasks.
RESULT:
7.9m social media impressions, 383 news reports, 230k YouTube video views, for every £1 spent: £5.6 million returned in media value.
PROBLEM:
Nobody is waiting for a new sports book. Regular betters in the UK already have an average of 3.6 accounts and actively use two. BetStars needed to puncture the inertia of the established competition and create a real game changer.
TRUTH:
BetStars is the 'game changer' of the online betting industry.
OUR SOLUTION:
Amaya together with CP+B created a powerful combination.
1. A true authentic sports personality 'the Nike of sports betting' with a unique and differentiated look-and-feel.
2. Leveraged the powerful heritage of Poker where it's all about using your smarts to win. Our end line 'Call it' has direct lineage to Poker.
3. Finally, a highly innovative online only product - featuring at launch a market first 'Spin & Bet' application.
PROBLEM
Launch a second hand goods app in a market that is used to give away things they don’t use to the ones in need.
BRAND TRUTH
There are things that can mess up with your life. It’s time to let them go.
ACTION
Launched a campaign that shows Turkish people that there are things that you can’t give away, but you can sell it easily with letgo.
RESULTS
In the first week of airing, letgo moved from position #212 to #1 on the ranking of the most popular apps from Apple Store.
