Case Histories

Northumbria Police

A major regional campaign for Northumbria Police to warn people of the dangers of acquisitive crime, such as burglary, robbery and theft, in the run to Christmas.

Different’s brief was to develop an outdoor and radio campaign for Northumbria Police. The campaign aim was to raise awareness about how to prevent falling victim to ‘acquisitive’ (opportunisitic) forms of crime.

As well as outdoor and radio media, Different designed direct mail to be sent to high risk, ‘hot spot’ burglary areas, leaflets distributed by retailers to shoppers and a Bluetooth file broadcast to mobile phones in shopping centres to heighten awareness. We even wrote to known offenders to discourage them from planning any criminal activity on the basis they would be caught and brought to justice. Retail partnerships with chains such as Argos were forged to distribute literature. Bluetooth broadcast mobile phone messaging supported the campaign in shopping centres.

The campaign, was particularly aimed at those in their thirties and forties, warned people not to become a victim of bag, mobile phone and car theft and raised awareness about the precautions to take whilst shopping or socialising in the weeks before Christmas. The focus was very much on personal responsibility and not being careless with possessions. The campaign combined tough enforcement action against offenders with strong crime prevention advice.

Awareness and attitude change tracked strongly. 50 % of the population recalled campaign messages. More than half said it was important to ‘hid’ property from sight and 58% said the campaign made a difference to the way they looked after their belongings. Free PR was generated worth £60,000. And all this translated into falling crime rates during the campaign period too as year on year, personal robberies fell by 16%.

Fireworks Night

Who says shock advertising doesn't work ? We used good old fashioned scare tactics to encourage the public to attend organised fireworks displays.

How ? By personifying the dangers of fireworks in the form of 'fire' itself as a character in a hard-hitting TV commercial. Produced through Different and MTP, the results were so scary the ad was banned from daytime TV and generated a bucketload of free publicity. Advertising exposure was concentrated primarily around ITV1 and ITVlocal.com and supported through posters, press and fire engine vehicle campaign advertising in the run up to Bonfire Night.

Did it work ? Well, 80% fewer injuries than the previous year were directly attributed to the campaign by the Fire Service. And that set against better weather than the previous year, meaning even more people were out than ever before. Proving that fire actually can make Fireworks night safer for everyone.

55 Degrees North

How do you make a blighted 1960's high-rise building the object of domicile desire and alter the landscape of residential property marketing in the process ?

Our client Crown Dilmun plc took the plunge, intent on re-developing Newcastle's Swan House into 165 residential apartments off plan at a higher yield per square foot than the existing average for equivalent developments. Our brief was to launch the development, drive prospects to selling agents and help fulfil sales at the target yield.

Research suggested that competitive advantage could be leveraged to provide a sexy, personility-driven brand proposition. The creative solution, 55 Degrees North, provided the perfect embodiment of the aspiring target buyer's self-image at the heart of an urban lifestyle, supported by the positioning line 'Be the centre of attention'. Integrated marketing activity resulted in sales that were the best in the agent's and client's history. Moreover, yields per square foot achieved off plan were above target and 33% above the existing market average.

Winner IPA Advertising Effectiveness Award - Best Integrated Campaign, Best Use of Small Budget.

North East England Tourism

One NorthEast, the Regional Development Agency for North East England, is responsible for marketing Northumberland, Tyne & Wear, County Durham and Tees Valley's tourist product under the 'North East England' regional identifier brand, as a desirable destination for holidays and short breaks in the UK.

The challenge was low (or no) awareness of North East England's superb tourism assets - history and heritage, urban culture, countryside and coastline - with a wealth of experiences available to suit every taste - from the experience of NewcastleGateshead's burgeoning urban culture, to holidaying in a cottage on the idyllically peaceful Northumberland coastline.

The big, creative idea we developed, 'Passionate people, passionate places', tapped into the vibrancy and warmth of North East England's character - embodied by its people.

Integrated multi media mix activity included; TV advertising, broadband streamed video, online search and display advertising, inserts, events, e-communication and e-CRM, website development, podcasting, print, inserts and affinity deals for a variety of seasonal campaigns.

A £5m investment has resulted in a third of people outside the region now thinking positively about North East England and nearly 40% people more likely to visit since the campaign began. Website traffic to www.visitnortheastengland.com has hit record levels. Tourism now contributes an estimated £3.5bn to the North East England economy. Winner World Travel Awards, Best Regional Marketing Campaign.

NHS Smoking Cessation

The brief was to encourage pregnant smokers to quit without preaching and to raise awareness of a new smoking cessation service designed especially for women.

Images developed for thecampaign were tested in research. Mums to be reacted most strongly to the image of an unborn baby foetus. The campaign ran in various formats including press ads, viral emails and leaflet collateral with a soft call to action, 'we listen and can help' which empathised with the target audience.

A 62% rise in recorded referrals for smoking cessation advice and help was recorded as a result of the campaign.

Winner Campaign Direct Grand Prix, DMA Direct Marketing Awards, D&AD Silver Finalist.

Superdrug

When Superdrug, the UK's second largest health and beauty retailer, wanted to launch a loyalty scheme themed around hair care and beauty offers for its customers, they came straight to Different. We created, researched and developed a brand, 'Club Fabulous', a proposition 'be the first to be fabulous' and an integrated advertising, in-store and online brand to launch it - based around early access to great offers and inspirational advice. All from scratch, all to tight deadlines. All with the very highest production values.

Procter & Gamble

Procter & Gamble are one of the world's biggest and most successful companies. They are marketing-driven and boast 'billion dollar household brands'. Different supports them across diciplines including advertising, design, direct marketing, POS and digital communications on houshold names including Ariel, IAMS, Bounty and Charmin and with retail support campaigns for Sainsburys and Superdrug as well as alliance marketing with partners including Indesit and Hotpoint. They have the highest standards in terms of ethics, sustainability, servicing, creativity, strategic planning and business-building campaign effectiveness and expect these to be met on each and every project we undertake.