Lynx and Lowe & Rivet have made male soap use a crime and created a squad of beautiful women charged with reducing male soap use and turning guys on to Lynx Shower Gel.
We launched the Lynx Anti Soap Squad (L.A.S.S.) on radio and the web, using these mediums as the main drivers for a huge awareness campaign targeting a notoriously difficult group to reach — males aged 18 to 24.
On Friday night, Rivet’s groundbreaking website ElectroCity won two first
places at the NZ Direct and Interactive Marketing Awards, picking up the
gongs for Best Interactive Creative and Best Interactive Strategy. Our
Sydney-based Interactive Creative Director, Tom Markham, designed
ElectroCity for Genesis Energy, New Zealand’s largest electricity retailer.
The Stella Artois ‘Fight Club’ and Vodafone NZ v.box interactive work both
won Silver in the Loyalty/Relationship Programme category, and v.box also
collected a Bronze for Customer Retention.
Rivet ECD Chris Hunter was in Auckland to pick up the awards, and joined the
Genesis Energy clients for a night to remember!
Australian Cricket Captain, Ricky Ponting and the Rexona Men’s team have launched a new campaign: ‘Ricky’s Million Ball Mission’. Rexona Men Sport and Ricky Ponting are challenging Australian men to “get up, go out, and play more sport to build up a sweat”. Ricky’s Million Ball Mission kicked off last week with a live PR launch.
Lowe are responsible for the ATL communications, including: TV and print ads.
Here at Lowe Sydney we have invoked the magic of Street Theatre to drive ticket sales for the Hyundai A-League Football Finals Series for the Football Federation Australia.
Using the ‘90 minutes, 90 emotions’ brand campaign idea as inspiration, we used actors to bring to life the various emotions fans go through when watching football in popular Sydney and Brisbane public spaces.
Passers by will be able to choose from ‘Joy’, ‘Passion’, ‘Elation’, ‘Tension’, ‘Worry’, or ‘Despair’ and then have the actor play out that emotion.
Football Federation Australia’s senior marketing manager Peter Jarmain said “With our target demographic being 16-24 year olds, it’s crucial we think outside of traditional media and seek out other means to resonate with our target audience through online and experiential”. This campaign provides a truly unique way to articulate the crowd atmosphere and range of emotions experienced at the Hyundai A-league. It’s a great extension to our existing TVC and print media.
Dave Johnson Lowe Executive Creative Director said “When taken out of the context of a stadium, a football fan’s behavior is really pretty extraordinary, so by literally taking a singular fan and placing him on a street corner amongst our target, we were really able to amplify the range of emotions that the game elicits to huge effect.
“What I love about the Interactive Fan is that the interactivity is totally fake. The idea that passers by can instigate certain emotions in a fan just by pushing a pedal is ridiculous, but this proved to be a most irresistible and entertaining draw card” said Johnson.
The interactive fan will also be pushed out virally and forms part of the finals series campaign supported by TV, radio and print.
While this blog is usually dedicated to the goings on here at Lowe and Rivet’s HQ, we couldn’t help but notice the innovative launch of a new airline.
British Airways (BA) has launched a new airline – called OpenSkies with daily flights from
But what caught our attention was the launch website which is … a blog. With a name like OpenSkies, BA has established a brand name that promises a new levels of brand and consumer interaction. Well the blog seems to be taking that promise forward. A read of the behind the blog section spells out the plans for the site and that two-way conversation that we think is so important.
If you want to see an example closer to home (apart from the site your on right now) check out the blog – The Full Picture - on the FOXTEL HD site we recently launched. Hosted by Patrick Delany - FOXTEL’s Executive Director of Content, Product & Delivery Innovation – it’s another great example of brands opening up dialogue with their most passionate consumers.
We just launched a new website aiming to be the ‘definitive guide’ to HD for Australians for our client Foxtel.
It’s all about the pixels and their life now that HD is coming and they will have to share the same space with over 4 times as many pixels!!! Check it out.
Unilever has consolidated its $100m (£48.8m) global advertising account for the Signal toothpaste brand into Lowe Worldwide, without a pitch, relieving Bartle Bogle Hegarty of the European account.
The European business, which is estimated to be worth around $40m in terms of billings, will move out of BBH as part of a global realignment of the brand. BBH has handled the European account since 2004.
Lowe already handles creative duties for the Signal brand in Asia, Africa and Latin America.
The move has been credited to a four-strong team from Lowe, including Tony Wright, worldwide chairman for Lowe, and Jean-Louis Roche, chief executive of Lola in Madrid, Lowe’s Spanish ad agency.
The team was completed by Fernado Vega Olmos, global creative director at Lowe, and Richard Kelly, global planning director.
Sebastian Lazell, Unilever’s senior vice-president for oral care, said: “Our global brands are being run in an ever more coordinated way and a single agency realignment will obviously help.
“We greatly value the relationship with BBH on Signal in the recent past but for the future we want to consolidate the business into one global communications partner and given Lowe’s extensive geographical coverage and experience of our Signal business globally, Lowe were the obvious choice.”
Signal is also the umbrella brand for a number of other brands including Pepsodent, Aim, Zhonghia and Pf.
Rivet has taken the Asia Pacific region’s most prestigious interactive honours with two trophies at AWARD for ElectroCity, its website for Genesis Energy. ElectroCity won Gold for best Online and Mobile Game, and Silver for best Website. The game was created by Rivet’s Sydney-based Interactive Creative Director, Tom Markham.
Only eight Golds were given out at AWARD, the single most important regional advertising awards show. This is despite a record total of 360 Finalists — from not only Australia and New Zealand, but also countries as far afield as China, Malaysia, The Philippines and Singapore.
Rivet’s New Zealand office rounded off a hugely successful night with a Bronze in the Flat Direct Mail category for its Vodafone Welcome Pack mail piece, and also had a Finalist for the Roost Mini Mortgage Guide. As an added bonus, sister agency Lowe New Zealand had two AWARD Finalists — for the ‘They weren’t born to be worn’ campaign for SAFE (Save Animals From Exploitation). Lowe’s ‘Baby in the water’ commercial for Watersafety netted Film Construction three Bronzes — for Direction, Cinematography and Editing.
Well done to all the people that worked on these campaigns. Campaign Brief has more coverage of the awards.
Sydney agency Lowe Rivet has just launched the first integrated campaign for intelligent men’s magazine Dazed & Confused since the Australian version of the cult magazine was launched in early 2007.
Dazed & Confused – internationally regarded a champion of the alternative mainstream male consumer – is published by the Paper Tiger Media Group.
Group CEO of Lowe Australasia Stephen Pearson said the publisher’s brief was simple, yet complex – take the magazine’s philosophy ‘be the first to know’ and attract social influencers to the title, without necessarily using the ‘first to know’ proposition. Pearson adds Dazed & Confused’s publisher Rob Bergin gave Lowe Hunt complete creative licence with a request for ‘progressive work’. “The creative challenge was to explore this area of being the first to know and make itcome to life in an interesting and original way. To be cool without saying you’re cool is a precarious path for advertisers,” Pearson says.
Creative team: Ben Smith and Neil McGuirk
The world’s most influential marketing blogger, Joseph Jaffe, has reviewed our website Electrocity. He said “it’s a quality, quality site”. Tops!! Click here to hear the podcast.