New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
Color Yourself Into The World
Humans are genetically driven to belong, yet since the inception of the U.S., skin tone has continually & wrongly been a deciding factor for who gets to “belong”. As a result, countless have been left out. This is particularly damaging for children, who feel invisible when they grow up in a world where they are not represented. With the Colors of the World (COTW) launch and #TrueSelfie campaign, we enabled children to access a power they had long been denied – the ability to accurately color themselves into the world.
Agency: Dentsu Creative
NHS Covid-19 App Launch: Saving lives with an app
It would literally have been a crying shame if the NHS Covid-19 app launch had not been successful. As ever these days, there were plenty of people happy to cast doubt on the technology & peddle conspiracy theories. Yet here was technology that could genuinely make a difference by isolating cases & preventing forward infection…as long as we could overcome the widespread negativity. We would get just one shot at the launch. By understanding people’s underlying motivation & leveraging behavioural science, we more than doubled the download level of other countries. This directly prevented 594,000 infections & 8,700 deaths.
Brand: DHSC, NHS Test and Trace & HM Government
Client: Cabinet Office
Agency: MullenLowe London
From ‘Who?’ To Hero: How Cazoo disrupted the used car market in 12 months.
In early 2020, ‘cazoo’ meant a plastic musical instrument.
By the end of 2020, Cazoo was an established player in the used-car marketplace. It'd become the fastest British business to achieve unicorn status, with expected 2021 revenues approaching £1billion.
Marketing played a critical role. It turned a completely new, unknown brand name, into a familiar, trusted one. It convinced consumers that the notion of buying a used car online, without seeing it – let alone test driving it – is a good idea.
Achieving that in 5 years would’ve been remarkable.
Achieving it in 1 year is arguably unprecedented.
Agency: ENGINE UK