garreth carter work deck (updated)
TRANSCRIPT
GARRETH CARTER
I’m an integrated strategic creative that provides concepts for campaigns through copy and activation platforms.
Wow, imagine if that’s how I introduced myself at parties?
GARRETH CARTER
BRIEFMalibu wanted to increase its relevance to its core 18-24 year old audience. They wanted a series of high profile experiential events
that toured the UK that could produce digital content and excitement.
It had to emphasise the playful, vibrant Caribbean side of the brand while highlighting its mixing versatility. The most head scratching question was how to make it relevant to a student
market that were not connecting with the brand?
GARRETH CARTER
WHAT I DID
Lead Creative. Headline copy. Named the strategic activation platform.
Provided concepts for the event and content
GARRETH CARTER
HOW I DID IT
I ran focus groups with students. Worked with Music specialists to find relevant Caribbean trends.
Worked with a strategic planner and an art director.
GARRETH CARTER
KEY CREATIVE STRATEGY
Take relevant assets local to the target market and ‘mash it up’ with the Caribbean assets that the brand could bring.
GARRETH CARTER
THE ANSWERThe Malibu Mish Mash tour offered the chance for students to mash up their lives with the Caribbean. In conjunction with Kiss Radio and
UK music act Example the event focused on ‘Mashing up’ local current music styles with Caribbean flavours. Students could connect digitally before and after the event and mash up their own tunes online
with a calypso app. Students were asked to bring mundane items (e.g. toasters, laptops) for a Caribbean paint make over. And of course
Mashing up Malibu with different vibrant cocktails.
GARRETH CARTER
GARRETH CARTER
RESULTS
Over 70 venues toured in the UK. Supported by a print and digital campaign, rolled out by over four different agencies. Directly touched 90,000 consumers with the brand. Affinity scores increased by 10%. 30,00 new followers were added to the
Facebook fans page during the tour.
GARRETH CARTER
BRIEFSuzuki had no social presence in the UK. They wanted to use their youth focused city car ‘The Suzuki Swift’ as a catalyst to drive people to their soon to launch Facebook fans page. They
wanted an activation content piece which was fun, youthful, showcased the new free spirited car and of course gained a
community of ‘likers’
GARRETH CARTER
HOW I DID IT
Working with a production crew I devised a series of webisodes first filming a test pilot to help the brand envisage it.
I then worked with a storyboard artist to map out the first webisode.
I wrote the scripts and directed all three videos
GARRETH CARTER
KEY CREATIVE STRATEGY
The Suzuki Swift offers drivers the freedom to make exciting decisions on a whim and explore their city.
GARRETH CARTER
THE ANSWERSuzuki Swift Decisions was a series of three video webisodes. All
three focused on where life could take you if you rolled the dice. Using a mixture of comedy, experiential and film making real people were plucked on the day of filming and gave them the chance to make
‘socially activated’ decisions on a whim involving the car. This included ‘Swift Dating’ in the back of the car, a clothes show special where
fashionista’s held a ‘Swift Fashion show’ featuring celebrity stylist Gok Wong, and even resulted in the car being air lifted by a helicopter… All
on a whim.
GARRETH CARTER
SUZUKI SWIFT DECISIONSGARRETH
CARTER
RESULTS
The videos received over 67k views in a two week period and featured on over 40 high profile car blogs. The series drove people to the Facebook fans page, helping generate over 10,000 likes in
a months.
GARRETH CARTER
GARRETH CARTER
BRIEFI had a hurried phone call from the brand’s internal team two days
before a Christmas production deadline. The in house creative team at Ann Summers had not cracked their Christmas in-store
advertising and digital content platform for their lingerie. They needed a platform that communicated, like M&S and La Senza,
that Ann Summers sell great lingerie all year round. The platform had to be adult, playful and able to spin off into all of their
Christmas content channels.
GARRETH CARTER
WHAT I DID
Got my thinking cap on. I had 6 hours to crack a creative strategy and activation to hang their whole instore and Christmas content on.
GARRETH CARTER
HOW I DID IT
I got the in house team to send me over their Christmas photo shoot with
the current activation felt was not working.
GARRETH CARTER
THE ANSWER
Who Needs Mistletoe?Says adults, says sexy, says you don’t need
to come in here just for Christmas.
GARRETH CARTER
GARRETH CARTER
WHO NEEDS MISTLETOE…
RESULTS
Activation was rolled out in-store, on Pintrest, on twitter and on their blog which gave a platform for rich content and discussion.
Lingerie sales went up by 7% on the previous year.
I’m better in the flesh.Write to me at [email protected]
or call me on 07733 297195
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