The multi for marketers.
The multi for marketers.
For example: the launch campaign for Toshiba’s new X20 convertible notebook/tablet targeted the C-suite, SMB owners and IT decision makers and influencers. It extended from advertising and inserts across the AFR’s premium print and online platforms through to tightly targeted media reaching the channel and specific vertical markets and influencer groups.
For example: Harley-Davidson produces seasonal clothing lines and supports them with dealer brochures. We were briefed to completely refresh the layout, design and copy style so these quarterly pieces better expressed the spirit of the Harley brand and resonated with the type of folks who ride those big V-twins.
For example: Bentham is a fund manager that invests in global credit markets, a relatively unknown asset class compared to equities, cash and property. We developed a concept that challenged the conventional wisdom, helping Bentham stand out in a crowded category and positioning their funds in the minds of financial advisers and investors.
For example: Think Education had a tight time-frame and a major education expo deadline. They needed everything from signage and experiential ideas to course guides and merchandise. Oh, and a concept that repositioned the brand, and a new look and feel. We delivered.
For example: Toshiba wanted to target the education market with a new 2-in-1 convertible notebook. We developed a breakthrough strategy based on a fresh insight into the challenges faced by teachers and students using traditional notebooks in subjects like maths, science, music and engineering. It rolled out via DM, video and online channels.
For example: Our client pioneered the fitness cruise and briefed us to launch it to the travel trade, the fitness industry and to consumers. We developed an umbrella brand name and corporate identity for the travel group, and a cut-through creative concept for the product. The package rolled out in print, brochures, DM, online and e-newsletters.
For example: Centennial Parklands wanted to raise money to fund a tree replacement program. Park users were seen as most likely to provide support, but research revealed they believed the government took care of everything. We developed a concept grounded in the language of a medical emergency to puncture the complacency and drive behaviour change.
For example: when Toshiba decided to run a promotion to raise awareness and preference for their products in New Zealand’s schools, they encountered a problem: it was illegal to contact students directly. So we developed an integrated campaign that enlisted teachers to help us reach students: no easy task, when you consider how busy they were already.
Alex is an award-winning copywriter, creative director and strategist. Before starting Vitamin X, he spent 10 years in the creative departments of leading agencies in Sydney (The Ball partnership, EURO RSCG) and Hong Kong (Bates), followed by 5 years as senior writer at Bevins, the most renowned copy-led agency of its time. He has worked on a broad range of categories, from alcoholic beverages, cars and over-the-counter drugs to environmental organisations, financial services and government departments. Alex has also lectured on copywriting at AWARDCRAFT, and contributed opinion pieces to Mumbrella and Marketing magazine.
She has 20 years experience with a number of roles including creative director, art director, graphic, UI & UX designer and visualiser. She’s worked on everything from integrated digital campaigns for large multi-nationals to brand development for start-ups, from fundraising appeals for charities to developing overseas content for the local market. She worked in a string of leading design, advertising and through-the-line agencies in Auckland, Sydney (George Patterson Bates, The Marketing Store Worldwide, Mojo) and Hong Kong (Lintas, EURO RSCG) before launching Vitamin X. She’s built and led creative departments, won a wall-full of international awards, and worked for clients ranging from Acer, HongkongBank and Fortune to Prudential, Peugeot and Smith’s. She has also studied psychology, dropped into a 10-foot wave, trekked to Annapurna Base Camp and been rated the best female skateboarder of her generation in New Zealand.
We felt a frisson of delight when a campaign we developed for New Scientist was selected by a panel of well-credentialled marketers, researchers and strategists as a finalist in the MSIX awards. The MSIX Conference was set up to showcase the rapidly evolving convergence of science and marketing, and the awards recognise work at the forefront of this. The insights emerging from the behavioural sciences help take some of the guesswork out of developing a brief and provide a fantastic springboard for creative development. If you'd like to bring a bit more science to your marketing methods, we're keen to assist.