You may have a deluge of data, but how do you identify meaningful insights from it and act on them?
As part of our integrated work for Mercedes-Benz, we’ve used data, in conjunction with our Tempt, Engage and Build approach, to predict replacement dates and car model preferences.
It’s not every day you meet a racing legend. And it’s not every day you meet them whilst filming a rare SLS AMG experience in 3D for one lucky participant, either. That’s the latest happening in our campaign for one of the world’s great supercars.
It’s all about experiences that are as rare as the SLS itself. This time, David Coulthard (pictured here with Chris, our managing partner) took an SLS fan on a breathtaking drive on unrestricted roads on the Isle of Man.
Next time, maybe it’ll be you…
Every so often we hold an impromptu 8-minute brainstorm called ‘Collaboration lab’ in our blackboard room (one of our favourite rooms, covered floor to ceiling with blackboard paint, with chalks to hand). Collaboration lab is about exploring exactly the same brief every time: how can we collaborate more closely together.
The results so far have been interesting. We’ve had ‘Portrait of an agency’, ‘The 12.07 project’, ‘One minute wonder’ and ‘Pot luck lunch’. We’ve made a pack to explain more about these four. Each pack contains a poster.
If you would like one sending to you, please contact jeremy.garner@weapon7.com.
As part of our ‘Random acts of presentation’ sessions at our bi-weekly company meeting, our CEO Steven Hess explained the virtues of his beloved vintage Nikon versus the camera on his Blackberry.
27 photos were shown - subject matter ranging from urban architecture to clouds - and the crowd was challenged to guess which of the two he had taken the photo on.
The results were challenging, with some a little too close to call…
The eagerly anticipated SLS AMG is launching on 1 July. With its iconic gullwing styling and thrilling performance, it has already captured the imagination of motoring enthusiasts and critics alike.
To celebrate the launch we’ve created a massive integrated campaign combining online, traditional, mobile and social media, that leads to some rare chances to experience this breathtaking new supercar.
Sign up at our SLS Rare Experiences site. Or, read more about the 3D aspect of the campaign at MarketingWeek.
The smart Brabus iphone app we developed with mobile specialist Ymogen has made it through to the ‘What’s Hot’ section of the lifestyle category on iTunes.
The app itself borrows much of the functionality from our itswhatyoumakeit site for smart, with a few extra twists. So far the app has been well received, earning a four and a half star user rating. It’s the final element that caps off what has been a truly integrated campaign, featuring online ads, website, DM, press, POS and mobile.
Check it out for yourself here.
AdAge recently held a competition asking for creatives under 30 to design a front cover for their forthcoming global issue. The theme was: ‘Global connectivity in a connected world’.
We heard last week that the entry from our team Ross, Dave, Joe and Rob has made it through to the finalist stage. It’s exciting news, as the finalists are profiled on the inside cover of the next issue, with some even appearing on a giant billboard at the Cannes Advertising Festival.
You can see our front cover entry on the right. We’ll keep you posted if we hear any more news.
We all took a photograph at precisely 12.07pm one Saturday, to capture a single disparate moment from our lives outside of work. Subject matter varied; one shot featured a gigantic dog sporting a pair of townie trainers. Another showed a dribbling cat standing on hind legs for a saucer of milk. One more depicted a layby on the A428 in all its barren zest.
Sections of the shots were combined into an illustrative wallpaper, which we’ve used to decorate one of the pillars in the office.
The ‘12.07 Project’ is one output from our Collaboration Lab programme. Watch out for the launch of a printed pack detailing the whole initiative soon.
Hugo Barra, a Google Director and Global Head of Mobile Products, gave a presentation to us about the power of mobile. With almost double the number of handsets as there are people in the world, mobile marketing is big news.
Well, we’ve recently been involved with developing a fun mobile application for our smart Brabus campaign (the app goes live early next week), not to mention a full mobile version of our new SLS AMG hubsite.
So we’re already making sure that when people reach for their phones, they’re always engaged.
That was the title of last night’s D&AD President’s Lecture, in which Tony Brignull, Sir Frank Lowe, Sir Alan Parker, John Salmon and Alan Waldie answered questions on the CDP ‘Golden Years’.
Several Weapon7ers were in attendance. Amongst the classics discussed were famous ads for Hamlet, Heineken, Cinzano and Hovis. Inspiring and revealing stuff - especially the fact that the line ‘Refreshes the parts other beers cannot reach’ was first revealed to the client when written, somewhat inappropriately, on the back of an in-flight sick bag. Our own CEO spent his formative years at CDP, read about what he learned here.
Point-of-sale is usually a silent medium, so promoting the unmistakable engine sound of the new Mercedes-Benz SLS AMG provided us a great opportunity to push the envelope.
Our idea was simple: words can’t do the SLS AMG’s rich, throaty engine noise justice, so why not position the car itself within speech marks and use a sound system to replicate the noise of the engine in the showroom environment? This would create intrigue to tempt people to interact with a button in the centre of the poster to hear the engine sound on-demand.
We can’t reveal the car yet, so here’s a sneak peek showing the background.
Say hello to Stefan, Khris, Paul, Kevin, Tony and Zac. They’re busy fitting out our new east wing, which will give us loads more space for extra project rooms as our team grows.
We’re really excited about all the special features, which include a walkway lined with mini orange trees, a cafe area, a room covered in camels’ faces (because they always look so curiously curious) and an old-school science laboratory complete with hanging skeleton and an early 80s BBC micro to name but a few.
It should all be ready early June. Can’t wait!
As part of our integrated campaign for the tailor made smart Brabus (we’ll bring you the full case study soon), we sent out this innovative DM pack.
Each page features a different-coloured removeable panel, visible through a die-cut shape in the page.
You can interchange them to alter the colours of the car’s different features throughout the pages.
Who said direct mail wasn’t an interactive medium?
We’re thrilled to add a new Jeremy to our Jeremy collection (population two). Jeremy Willmott joins from Lean Mean Fighting Machine, and is a very talented all-rounder with great experience in digital conception, theory and execution.
Apart from the hailed LMFM, his interesting career journey has seen him spending time at locales as diverse as GT…and the island of Bermuda, where he ran a gourmet fresh fish restaurant for five golden years.
Welcome Jeremy!
