CONTACTDean Harveyt: +44 (0)1273 704040

We’re not just an advertising agency. We’re not just a digital agency...

CONTACTDean Harveyt: +44 (0)1273 704040

VideoAudience Engagement

We create audience engagementWe do this with great thinking; we listen, then we deliver compelling insightful strategy, engaging creative and impressive results.

We understand that the right message needs to be seen by the right person at the right time.

So we work across the board - online, offline, social media, mobile, TV, press, radio, apps - where your customers are, we are too.

We’ve always been based in Brighton, a hotbed of creativity and of digital innovation. Our clients over the years have been diverse, including LV=, P&O Ferries, Kuoni, British Airways, Disney, Virgin Holidays, BUPA International, Vanquis Bank and SEEBOARD.

Years Experience

Independently Owned

AGENCY BACKGROUND

Agency Introduction

ABOUT US

Agency Introduction

Our skill-set is wide-ranging - strategy, creative thinking, development, production and delivery.

We have not just embraced the digital revolution, but are constantly pushing the envelope wherever possible – and wherever our clients want to go.

We are equally at home with one-off projects as we are with long-term campaign planning and management.

Flexibility is part of the process at Designate.

Our team is as independently-minded as Designate is as a company.

We are a truly integrated agency, which is reflected in the work we do, the people we employ and the way we work.

Our staff have a wealth of experience in both on and offline.

We work with clients, not just for them.

We believe in developing meaningful and long lasting relationships, based on respect, trust and transparency.

Our case studies are proof of this. We have been working with P&O Ferries for eight years and LV= for six years now.

We have never taken the view that offline is past its sell-by-date. We observe consumers – and look for the most relevant, appropriate and impactful touch points where they can be influenced.

Today, that is as likely to be a TV ad as it is a MPU. More pertinently, it is likely to be both working together.

Above all we believe in delivering results, as our case studies will demonstrate.

OUR PERSONALITY PHILOSOPHYOUR OFFERING

IPAEffectiveness Award 2012

Best Use of Social Media 2012Travolution Awards

MOST RECENT AWARDS

LV=Increasing car insurance sales by 696%With LV= we built a powerful brand through advertising even though insurance is a low interest, low engagement market. This is a success story of how single-minded advertising with a consistent and strong idea at its core can deliver results that truly change a brand.

This case study will demonstrate the following key capabilities:• Strategic rigour• Creative excellence• Brand launch and brand building success• Driving sales through both online and offline channels• Taking a challenger brand into the mainstream

LV= Case Study

In 2006, Liverpool Victoria was a business in trouble, losing customers at a terrifying rate.

They were the ninth biggest car insurer in the UK and back-sliding. The bulk of the marketing budget was spent on lacklustre direct mail campaigns and the TV advertising was sporadic, dull, uninspired and totally ineffective. The staid Liverpool Victoria brand had so little positive personality and so little brand equity that there was virtually nothing to salvage.

The plan for LV= was staggeringly ambitious. To more than quadruple the size of the business and become a top five insurer within five years whilst increasing profits year-on-year.

Compared to their big competitors the budget was tiny, so the campaign had to punch above its weight in a noisy market place and in order to increase profitability we could only grow the advertising budget as we grew the business.

In 2007 the company re-branded to become LV=. But this was more than just a re-launch. It was effectively creating a new brand from scratch. We decided to tackle the considerable challenges facing LV= head on: • Car insurance is a grudge purchase and seen as dull • We were heavily outspent by the competition • There are no durable USPs that the competition will not copy sooner or later • Whilst competitively priced, we would never be the cheapest • We had a very broad target market to appeal to

We went for hearts and minds, developing an emotionally-led campaign to create cut-through, consideration and demand.

We harnessed the key new brand logo asset and created an association with Love.

From this came powerful brand proposition:‘We look after what you love’ and crucially, we applied the Big Green Heart consistently across the entire insurance portfolio.

We transformed the advertising into something contemporary, modern and appealing. We created a new brand icon with the Big Green Heart and we dramatically changed the strategy behind the media mix.

We lead with TV to build the brand utilising both DRTV and primetime spots. Over the course of the campaign we have created a consistent look, feel and tone of voice that has been used in all the ads, helped again by the use of the track ‘Have Love Will Travel’ as a soundtrack.

The TV has been supported by heavy use of posters, press, DM and banners to further reinforce key price and benefit messaging.

THE STRATEGY THE WORKTHE CHALLENGE

LV= Case Study

Press, Outdoor, DM

DigitalTV

THE WORK

https://vimeo.com/59584821VIEW AD ON VIMEO

LV= Case Study

The impact and results of the LV= re-launch in 2007 have been spectacular and far-reaching. Every single target has been achieved and many were substantially exceeded:

• LV= reached number three in the market by 2010 - a year ahead of plan • Market share increased from 2.5% share in 2006 to 9.8%• Between 2006 and 2011 annual sales grew by a staggering 696%• Current customers increased by 476% • Marketing efficiencies improved dramatically with acquisition costs falling by 77%• LV= employed an additional 1,300 people to handle the growth.• Profits for the General Insurance division rose in the same period from £39.5m to £72.2m

And with the url featured prominently in the TV ads, the number of customers driven online has dramatically increased to around 60% of sales coming through LV.com

Such is the success of this story, that it won Designate a prestigious IPA Effectiveness Award in 2012.

Annual sales up by 696%2006 - 2011

476%Increase incustomers

Profits up£39.5m to £72.2mGeneral Insurance division

Award winningIPA Effectiveness Award 2012

CAMPAIGN STATSRESULTS

LV= Case Study

P&O FERRIESFrom people carrier to premium brandP&O Ferries is one of the most identifiable brands in the country. They have a genuine position of difference in the cut-throat cross-Channel travel market, combining real value and a positive onboard experience with premium service values. As brand leader, they’ve been raising the bar in ferry travel for years.

This case study will demonstrate the following key capabilities:• Fully integrated advertising• Driving sales through both online and offline channels• Working in a fast moving, highly competitive sector• Balancing brand positioning and ‘business as usual’ activity

P&O Ferries Case Study

In 2010 P&O Ferries invested €360 million in two new ferries for the Dover-Calais route. They would be the biggest and best on The Channel, a cross between a cruise ship and a premium retail experience offering outstanding onboard facilities, dining and bar options, space and comfort, and good value pricing. P&O Ferries’ premium positioning would be ‘the British Airways to the competition’s EasyJet’.

This was about reinforcing P&O’s competitive point of difference: travel should be a positive, enjoyable experience - the start of your holiday, not something to be endured, like air travel.

This informed our strategic thinking and provided the insight for our hard-hitting campaign.The line we developed was simple: ‘Expect More’

This was intended to be a clarion call to demand more of an experience than just a simple A-B sailing. A call that only P&O Ferries could answer with their new ships, backed up by an established customer service, added value ethic.

A fully integrated campaign rolled out both on and offline, led by a TV ad featuring the new ship, Spirit of Britain, a retro flavoured voiceover to remind customers of the company’s heritage and a classical music soundtrack.

Online, customers were targeted and engaged with email activity, banners, Facebook promotions and social campaigns.

The campaign also had to be responsive. It’s a fast moving market and tactically we had to deal with a variety of situations such as competitor price offers and bankruptcies as well as volcanic ash clouds.

THE STRATEGY THE WORKTHE OPPORTUNITY

P&O Ferries Case Study

TV Press, DM, Outdoor, Digital

THE WORK

https://vimeo.com/61001398VIEW AD ON VIMEO

P&O Ferries Case Study

Brand tracking revealed that P&O Ferries had strengthened their market-leading position against a range of key metrics, topping the competitive chart for:

• ‘Meets your needs’ – more than twice the nearest ferry competitor, and better than Eurotunnel and Eurostar• ‘More efficient’– top of the ferry sector, and on a par with British Airways• ‘Pleasurable travel experience’ – top of all cross Channel travel providers, including air• ‘Stress-free travel experience’ – top again

And crucially...• ‘Making the journey an enjoyable part of the holiday’ – top of all travel providers.

And by the way, the campaign also delivered the small matter of an extra 200,000 passengers in 2011.

+36%Consideration to use P&O Ferries

200,000Extra passengerstravelled in 2011

12.3% market share growth(and in a depressed market)

CAMPAIGN STATSRESULTS

P&O Ferries Case Study

KUONIMoving a brand closer to its customersKuoni don’t do ordinary holidays. They’ve been voted World’s Leading Travel Operator 12 times in a row now.

That’s because they recognise that you’re unique. They have real discussions with their customers and create memorable holidays by finding out what they really desire, and what would make the holiday special for them. For Kuoni, every holiday should be a truly special occasion.

This case study will demonstrate the following key capabilities:• Customer proposition and brand repositioning • Creative excellence• fully integrated campaign development, including retail• driving sales through both online and offline channels

Kuoni Case Study

Being known for premium holiday packages and being associated with far-flung and exotic destinations was not enough. Perceptions of being expensive, rather than added value, was also limiting Kuoni’s market opportunity.

In a highly competitive and often undifferentiated market, Kuoni needed a game changer.

They needed to communicate that they take holidays very seriously, and that the personal, special touch really does come as standard with them.

Harness a brand truth and create real differentiation through all of Kuoni’s marketing communications.

We identified that listening to customers and providing expert advice and holidays lies at the heart of the Kuoni operation, be it on the telephone, online or in person in their growing estate of high street shops.

This was the opportunity to spark these same real, personalised conversations with a wider audience.

From that we created a distinctive, ownable campaign strapline to reflect the individual quality of their attentive service: ‘Requested by You, Crafted by Kuoni’

The campaign that ran in 2012 was all about personal customer requests. The ‘Requested by You, Crafted by Kuoni’ campaign could be found on outdoor posters, press ads, radio, online banners, point of sale in retail outlets and indeed everywhere they could engage people.

In 2013, we evolved the campaign to focus on special occasions such as birthdays and anniversaries and put Kuoni on UK TV for the very first time.

THE STRATEGY THE WORKTHE BRIEF

Kuoni Case Study

TV Press, POS, DM and Digital

THE WORK

http://vimeo.com/56013536VIEW AD ON VIMEO

Kuoni Case Study

The new positioning and strapline weren’t just bought into by staff, but by existing and new customers too.

With the launch of the new campaign, Kuoni’s high street shops had big increases in footfall whilst their call centre experienced considerably larger call volumes.

The TV launched on Boxing Day, resulting in a significant uplift in brand searches online, especially when compared to Virgin Holidays who were flat for the same period.

35% increase in number of website visits

Special occasions pageviews: honeymoons +190%, safaris +265%, weddings +108%

54% increase in number of quotes made

+35%Website traffic

+54%Increase in quotes requested

CAMPAIGN STATSRESULTS

Kuoni Case Study

Virgin HolidaysDM & Brochureware

Virgin Holidays

Vanquis BankDigital work & Back office

Vanquis Bank

Manchester AirportECRM, Online Magazine, Loyalty

Virgin Holidays

CONTACTDean Harveyt: +44 (0)1273 704040

We’re not just an advertising agency. We’re not just a digital agency...