Archive for the 'Advertising' Category

Our Work: #SheBelongs Match Day Programme Advert

WiF shebelongs

 

Project

#SheBelongs Match Day Programme Advert and social media

Client

Women in Football

 

To celebrate International Women’s Day and Women’s History Month, our client ‘Women in Football’ (WiF) wished to highlight all of the brilliant work carried out by women working within the football industry. We worked with them to create an inspiring match-day programme advert which champions female talent and highlights the often overlooked contributions women regularly make to the sport.

Our advert was designed for each club to personalise with their own image and a message to highlight the skill and dedication of their female employees. Fans were encouraged to engage with the campaign by tweeting examples of the women in football in their lives using the hashtag #SheBelongs.

Aiming to build on the momentum of this campaign, our follow-up advert ran over the Easter Weekend and featured three of the most high-profile women working in professional football today. Gabby Logan (sports journalist), Eniola Aluko (Chelsea FC and England footballer) and Sian Massey (football referee) represent the broad range of careers that can be pursued within football, and each of these women have broken down barriers in the sport in order to achieve their goals.

By teaming up with ‘Everyday Sexism’, the campaign also aims to promote the various ways in which women can report incidents of sexist abuse. These incidents, which so often go unreported, draw attention to the abuse many women face in the world of football and beyond. We hope this campaign, along with the tireless work done by members of the WiF team, can help contribute to creating a lasting change within the game.

For more information on ‘Women in Football’ please visit their website www.womeninfootball.co.uk or follow them on Twitter (@WomeninFootball). You can also get involved in the campaign by tweeting using the hashtag #SheBelongs to champion the women you know in football.

 

WiF shebelongs2

 

You need to write a great brochure. How do you do it?

start by writing a summary of what your proposition actually is

don’t be afraid to start with a very obvious statement of what your product is and who it is for. (Marketing people call this positioning). If you can’t decide this, you already have an issue to resolve

gather all the information you can to support your argument (market data, quotations from customers and analysts, press quotes, lists of existing clients, research on the need for a product like yours…)

think about the two separate tasks your brochure needs to accomplish – first, to convince someone that a service or product like the one you sell is absolutely vital to them, and second, that you are the single most credible source of such a product or service

divide your summary in two to address these two different issues. When you start writing, begin with the need for a product such as yours, then move to the specifics of why yours is best

remember that you are writing for a prospective client – think about what they would most like to read, and what would convince them to go to the next step. Don’t write for your employees unless they are the primary audience

keep the content simple – don’t use long words or jargon. Don’t write long or complex sentences or big paragraphs.

use diagrams and illustrations to improve a customer’s insight into what it is you offer

split your copy up. Use small paragraphs. Use headlines and sub-headings. Pull out quotations in italics or larger type. Give the reader a lot of potential starting points. Once you have attracted interest, then your prospect will read more

don’t imagine that your reader will start at the beginning and read carefully to the end. Sadly, even the most beautiful copy isn’t read, at least not as a first stage. Even a curious reader will start by reading photo-captions, headlines and bullet points first.

include a final specification with the key details of your product or service listed

be prepared to let your design company adapt your copy. They should be able to preserve the appeal of your proposition and enhance it through their design

ask whether size does matter. Sometimes, brochures are produced purely to pass ‘the weight test’. The company and its products must be seen to have substance, but more isn’t always the answer, especially not more words

look for time-dependent references in the copy that may make your brochure obsolete. If you plan to reprint next year, then a quote from this year’s Times might be ok, but be careful if your brochure has to have a longer life

decide what you want your prospect to do next. Return a card, check your web site, call a salesperson, ask for more information or what-have-you…Then design your copy to make it happen. It may be enough that you have handed over the brochure and that your prospect can pass it round to his fellow directors

aim to have your brochure read by as many of your audience as possible. That means making it intriguing. People must be curious to read your words. Stimulating that curiosity may not be easy. If you are in doubt about the tone you should adopt or how to present your product, hire a writer

repay your reader. Don’t resort to cheap tricks (Win a million inside!) unless you can deliver. Your reader is investing time in your brochure. Provide the information he needs in order to make a choice

be honest about what your product is. Creativity in presenting your product or service in the best possible light is important. It is also important not to mislead. A disappointed enquirer will tell everyone he has been cheated. If your product is for lion-tamers, don’t try and sell it to dentists

establish what you really need. Brochure or magazine? Folder or report on your activities?

make sure that your brochure fits in with other marketing material you use. It should have a strong family resemblance and a similar tone to advertising and direct marketing, for example

do all this and be exciting, too. Dull doesn’t do anything for anyone

 

Collateral for Barclays MoneySkills

 

Make your advertising a pleasure to read

From the way some press advertisements are written, you’d think that there was a vendetta against anyone who tried to read them.

Not only are they difficult to read (too much information, badly put together), but their goal seems to bludgeon into submission whoever constitutes an audience.

A long time ago, someone told me that if you could add the words “you idiot” to your headline and it still made sense, then it was time to reconsider and rewrite.

Something like this maybe: “Are you still choosing the most expensive service there is? (you idiot!).

Talking down to your audience is easy to do, and every generation has to learn how NOT to do it.

For the record, here’s an example of what we like to do best: simple, straightforward, but above all intelligent advertising. This sample is for one of our long-standing finance clients, Inflexion, whose logo and website we designed many years ago.

Advertising at its best is an exchange of value – the reader gently unravels a puzzle; it is a pleasure to look at; there’s a compelling story – while the advertiser is seen in a new light, a light that reflects their character and skills (who they are, and what they do).

An advertisement only needs to arouse interest. It needs to say enough, but not too much.

If, like us, you sympathise with this thought, please do get in touch.

 

Simple, straightforward and intelligent – advertising designed to reward the reader

 

Cash for Clichés

When Barclays Football wanted to promote their Cash for Clichés fundraising initiative – in support of Sport Relief – WildWest put together this ad, which appeared in all matchday programmes at Barclays Premier League games.

Brands2Life – a European drama

Our ad for Brands2Life, showcasing their European Nikon launch

We’ve been helping our firiends at the leading PR agency, Brands2Life, this month, helping them to create an ad dramatising one of their most spectacular achievements!

The agency was asked to deliver a high impact launch for the introduction of the new Nikon 1 camera. Their campaign of six-metre high hands in capital cities across Europe certainly delivered.

Our ad for the agency just takes that dramatic statement and puts it on the page.

Help, if you can

World Emergency Relief - helping alleviate poverty

We recently put together this ad for World Emergency Relief, largely because a friend of a friend asked us to.

It is a very worthy cause though, and we’re showing it here just in case any of our visitors to the WildWest blog can help. We – and World Emergency Relief – would be very grateful if you can.

If you can help, please go here to find out more: www.wer-uk.org

Barclays – Using the Power of Football

Barclays - Using the Premier League to promote its brand across AfricaBarclays’ commitment to the Premier League in England is reinforced by the Bank’s determination to use the power of the most viewed club football league to extend its brand and reputation into countries and territories where it is now gaining significant market traction.

WildWest Design has produced a number of creative treatments (like the one shown here) promoting the Barclays Premier League, and Barclays products, in African countries. The overall goal is of course to reinforce and extend Barclays’ brand reach and its customer base across Africa, where the Premier League is already attracting big TV audiences and has a large established fan base, thanks in part to the many world stars from Africa who are now playing in the Premier League in England.

Diane Abbott’s Leadership Bid

Our campaign leaflet and advertising for Diane AbbottDiane Abbott is a feisty and combative personality, the first black woman to be elected as an MP and who is now trying to secure as many votes as she can in the ballot for the next leader of the Labour Party. We hope that the campaign leaflet and advertising we produced as a part of her campaign will be giving Labour party members a good idea of what they might expect from Diane as leader of the party.

Bad taste may be memorable, but…

Toyota ad from the US

Toyota ad from the US

Bet Toyota regrets pulling stunts like this in the light of all those recalls. Bad taste advertising can get you noticed, but as someone once said, to have your ad stand out, all you need do is put a gorilla in a bathing suit.

For us, an intelligent and credible proposition is the place to start. Humour is one thing, but, like photos of a smiling Tony Hayward, bad taste can come back and bite when things go wrong.

Design for PR

Some PR agencies like to invest in their own in-house design capabilities. Others either aren’t of a sufficient size, or they just like to choose the right designers for the right project. After all, design, like a pair of shoes, doesn’t come in one size for everyone.

A pop-up display for Barclays Spaces for Sports

Even a big agency like financial specialists FD have been known to look to WildWest for design and programming skills, and over the years, we’ve worked variously for Brands2Life, Octopus (and their Loudhouse research subsidiary), Bite, Lexis and Hill and Knowlton.

The projects have included everything from interview sets for British Lions rugby, through to client magazines, props for photoshoots, websites and advertising. Some of these companies have come to us because of our particular knowledge of sponsorship and sponsorship activation; others for more general help, or to ask whether something they have in mind is actually feasible.