Domino's Pizza
When we first started working with Domino's Pizza
over 13 years ago they traded from 120 stores and
were being outspent by their nearest competitor by
15:1.
Today they are the No1 pizza delivery company with a
retail estate of over 500 stores.
By totally immersing ourselves in their business and
an intricate understanding of the customer journey,
we have helped them develop new and innovative
routes to market using an integration of
traditional, digital, interactive, sponsorship
(The Simpsons and Britain's Got Talent) and event
based activity.
The results have been a significant growth in
business profit, driven by uplifts in the customer
base, average order value and online orders which
have quadrupled in the last 3 years.
We have also created additional media value to the
tune of almost £5million - and along the way won 3
IPA Effectiveness Awards.
COI
The public outcry over Victoria Climbie and Baby P
set the tone for a government pledge to reform the
sector and instil public confidence in social
workers.
Arena Media was appointed by the COI specifically to
develop a media strategy for this complex
communications task.
Our start point was to get to the root of people's
perceptions and feelings about the issues and what
media channels were the most appropriate to use,
through qualititative and quantitatve research and
analysis. With those valuable consumer insights we
utilised traditional and digital media in an
innovative way to build a meaningful relationship
with our target.
It worked.
Respect for the profession rose dramatically
following the campaign which also generated a 40%
increase in UCAS applications for university places
to study in the profession.
Pathe
We're proud to have helped Pathe bring Slumdog
Millionaire to the market, amongst some of their
other box office hits like The Queen and Bride and
Prejudice.
Marketing 'entertainment' is highly competitive and
always calls for a creative use of a mix of all
available media channels to engage with an audience
and win a share of their precious leisure time.
Each film is unique in its appeal with a specific,
often niche, audience which requires us to have a
deep understanding of their entertainment touch
points. To keep ahead of customer behaviour, we have
driven an increase in share of budget on Digital
channels from 5% to 25%.
We create tailored plans for each release,
specifically to drive and beat box office
performance - in fact last year, we delivered the
highest return per media £ across the whole
industry.
And a media world 'Oscar' for our performance has
been very nice too, as we picked up the Grand Prix
at The Media Week Awards for our efforts.
Westfield
Europe's largest ever shopping complex, Westfield,
neared completion during one of the most turbulent
times ever known in retail.
We were awarded the task of launching the Westfield
brand to a diverse range of fashion consumers,
covering Prada to Top Shop and keeping it central
to their lives.
Immediately we recognised this called for a highly
creative and innovative approach to grab attention
and interest using a mix of traditional and digital
channels, as well as experiential and guerrilla
activities.
A dedicated microsite and iPhone app appealed to
fashion's Smartphone generation and a host of
tactical and ambient media activities supported
TV and Press exposure.
The first measure of success in retail is footfall
and within the first ten days over 1 million people
visited - resulting in a 25% drop for Westfield's
competitive set.
Post launch, we have continued to maintain awareness
and consumer interest with other innovative media
partnerships and along the way win a highly coveted
Cannes Media Lion for our work.
Haven Holidays
As a traditionally phone based business Haven is an
account centred on the detailed and constant analysis
of client and media data to improve performance,
customer value and understand how newer response
channels - in particular, digital - are influencing
the customer journey and routes to market.
Since we started work with the Bourne Leisure group
back in 2004, direct revenues have increased for the
fifth consecutive year and new channels have grown
the customer base by over 60%. Overall, acquisition
costs have been reduced by 16%.
And now 35% of the media budget is now deployed
through digital channels allowing us to match
consumer migration to online transacting and test
new channels.
This is a prime example of our Performance Lab, a
dedicated team of 9 analysts and planners,
supported by proprietary planning tools having a
dramatic and measureable effect on a client's
business.
Whilst data analysis is critical to performance
understanding, we recognise an important part of
the channel strategy is brand building activity to
maintain Haven's No 1 position in the market.
One example is the sponsorship of ITV1's flagship
programme Primeval we brokered
Thomas Cook
For over 18 years we have helped Thomas Cook
maintain its brand leading status in a highly
dynamic, constantly evolving and brutally
challenging market.
This unrivalled expertise of the category has given
us a thorough understanding of the customer journey
through planning insights and our own proprietary
travel industry research. In a traditionally heavily
discounted environment this has allowed us to drive
customer value and delivery of results.
Our deep understanding of their business means our
role goes far beyond media planning and buying;
we get involved in many areas of the business
including new product development, technology
projects and database management.
The Peaks 2010 campaign has been one of Thomas Cook's
most successful ever, increasing brand volume and
value share in the current tough trading climate.
Alongside this we have reduced customer acquisition
costs on certain campaigns by over 50%.
That's proof when we say - ‘media performance
transformed into business profit'.
