In 2008, they asked Great Works to give the two brands a fresh and distinct identity, a unique position within the market, and a clear point of difference for their business model when compared to the competition. The aim for both channels was to attract advertisers and sponsors, and enhance the fact that every dollar spent on these networks delivered high impact returns on investment.

Great Works introduced the concept of “Indie-nomics: A Guide to Become Independently Wealthy.”

Indienomics is the theory based on hand-crafted brand content and its ability to accrue value as relevant cultural currency. It is successfully deployed by creating brand stories that “the influencers” spend time with and in turn pass along. The indie work ethic creates quality content out of resourcefulness and resilience that translates through IFC & Sundance to advertisers and brands.

The Indienomics strategy was developed in reaction to a changing media landscape, and to leverage the channels’ independence, intelligence, creativity and quality messaging that both deliver to a passionate community of free-minded thinkers. It demonstrates the value of the content in the memorable tag-line “Independently wealthy” and provides an opportunity for the distinct brands to meet on a joint platform that promotes each equally. In an economy where the competition is always increasing, Indienomics bring transparency and meaning to usual sales talks.

The 5 tenets of Indienomics:
1. Independence leads to prosperity.
2. Not all consumers are created equal: one uber-influencer is worth reaching 1,000.
3. Advertising is content.
4. Trust is king.
5. Everyone is a network.

Great Works created presentation materials which speak for both channels’ leadership role in the indie environment. The compelling Indienomics concept celebrates and effectively communicates IFC and Sundance Channel’s unique position in the market. Great Works designed and built a microsite to leverage the Indienomics concept and develop the interest of the brands and media agencies. In addition to the website, Great Works produced the logo, the viral upfront presentation film, guidelines, power point templates, and interactive web banners. Finally, a series of kiosks rolled out across New York City.

“Everyone is a network”

Indienomics

The executions reached out to media buyers where they worked and played: whether it was phone kiosks or web banners, the media was strategically selected to reach media buyers in their natural environment, entertaining them rather interrupting.

CARIBBEAN DIGITAL SHIFT

A true spirit giant, Malibu has a great history of traditional advertising, playing on their vibrant Caribbean heritage. Great Works was appointed as the global digital agency of record for Malibu. Since the engagement began, Great Works has been faced with the challenge of successfully managing the brand’s shift to the digital world. The project: to install permanently the brand’s Caribbean mindset online, to create exclusive branded content that is relevant to their core consumers, and eventually to leverage the conversation about the brand online in a clever and playful way.

The Malibu brand had a slightly limited presence online. Great Works leveraged the concept of Internet City: we helped making the brand the talk of the town, giving the different audiences/neighborhoods various sources of entertainment. Playing on the irreverent, tongue in cheek image of Malibu, our idea was to create brand new, humorous, easy-to-share content across several online channels: television, mobile, and web browsing…and develop the unique “Get Your Island On” universe online.



In May 2009, Great Works launched a first digital campaign to support the launch of the new Malibu Island Melon flavor, as part of an upcoming major integrated digital shift for the brand.

We installed the brand online’s presence through:

• A free, Malibu-branded mobile bowling application for smartphones.
• A free upbeat, energetic ringtone
• A series of 3 viral comedy teasers to help drive downloads, premiering exclusively on Hulu and Facebook and taking over the official Malibu-rum.com website.
• A bookmarklet to give any website a Caribbean twist, featuring designs by London artist Julia Pott.

THE #1 DIGITAL RUM

These efforts positioned Malibu as the #1 rum brand to follow online, offering their fans original new media features that consumers actually want to watch, play to, react on, and share with friends. To support the Island Melon flavor, Great Works came up with “Big Lebowski” inspired short films and mobile game. The idea was to spread videos on all websites the core consumers of Malibu love to watch: Funny Or Die, Funny Junk, and other comedy websites. 3 viral videos were launched in support of the free mobile game.

Great Works came out with an activation plan to reach out to the different neighborhoods of Internet City: we identified apropriate partners for exclusive assets preview with key websites. We then targeted the Big Lebowski and bowling fansites first to create a grass-roots buzz within these core communities. Later on, supporting the media buy, Great Works broadened the target, pitching Sport blogs, and seeding the application and videos within Mobile, Gaming, and Humor websites.

THE RESULTS ARE IN!

Overall, more than 100 websites picked up the story - representing over 2 million potential readers!

Number of placements: 115
Total reach: 2,136,314, including coverage from:

• AdRants, Branding Unbound, Digitology (Industry news)
• The Apiary, Lebowski Podcast (Humor)
• Mobiles24, GetJar, Appshopper, Mobango, Mobile9, All About Nokia, Gomo News (Mobile gaming)

Total game downloads in the first month: 510,415
Number of video views in the first month: 40,017
The application allows users to bowl with a melon on a lane where pins are replaced by the iconic Malibu bottles. A month after its initial launch, the game had already been downloaded by more than 500,000 fans, and the general campaign covered by more than 100 websites and blogs.

THE POWER OF SOCIAL MEDIA

The campaign combines the power of social media and geo-positioning in a revolutionary new way. The idea is based on the insight that the people Carlsberg wants to engage with are out and about in the summer and want to know where their friends are, what they’re doing and where to hang out. They don’t plan heavily but want to know “here and now.” They’re not sitting in front of the computer, but they keep their mobile phone with them at all times. Social media is increasingly becoming the way to keep track of their friends and what’s happening. But no previous solution has been able to answer to the questions: Where? Now?

HOW IT WORKS

This is how it works: The user sign up - free of course - via carlsberg.se or wherestheparty.se with mobile number and some basic info; sex, age, city, relationship status, party personality and taste in music. The user’s position can be seen directly on the map (Google maps), where other events are marked. They can invite friends separately or via Facebook. In addition, they can see all other users as fields on the map, segmented as you want, so they know where people hang out.

ACTIVATION

Once they have integrated their account with Facebook and/or Twitter their status updates which include the position will be updated on all services. The marketing of the campaign evolves around the hub - wherestheparty.se - and is mostly based on non-bought media. It’s activated through various collaborations with “nightclub portals” such as finest.se and aveny.se, major events, through active PR work, through social media such as blogs, Facebook and Twitter and using known profiles that users can follow on wherestheparty.se. The strongest tool however is word of mouth.

Electrolux is a world-leading manufacturer of appliances and equipment for both home and professional use. Products include refrigerators, dishwashers, washing machines, vacuum cleaners and cookers sold under brands such as Electrolux, AEG-Electrolux, Eureka and Frigidaire. Because you only buy most Electrolux products every 10-years or so, the brand is not perceived as being part of peoples every day lives. One of the big challenges for Electrolux and Great Works has been to build this every day relationship between the brand and its consumers.  And thinking of it, the products are actually really integrated into people’s lives and most people depend on them to work. Without the products your wouldn’t be able to shine in the kitchen. Right?

PLATFORMS RATHER THAN CAMPAIGNS

How could we provide digital services that leverage this fact? First of all, we believe in adding real value. Together with Electrolux, Great Works has built a number of digital platforms that help Electrolux customers have a better relationship with their products. For example, we have developed the Dinner Explorer, a pan-European, interactive cookbook, that goes beyond the recipes.

The idea is to give every day various dinner themes. Starting off, we are providing the themes but over time users will add their own themes, creating a huge database of Europe’s best themes for dinner parties. A tool that, together with Electrolux products, allows people to be explorative and bold in the kitchen.

AN EXPERIENCE THAT GOES ALL THE WAY

But Great Works scope of work goes further than this. For Electrolux, digital is the hub of the entire Electrolux brand experience and the only platform where we can impact the entire path to purchase. This means we need to understand everything from building long term relationships to helping consumers make the right choice at price comparison websites and work actively on activities that stimulate Search Engine Optimization.

The relationship with Electrolux is really stimulating for us at Great Works. Not only do we get to work with a company that shares our passion for innovation. We get to develop tools and services that we want to use ourselves. There are more than a couple of devoted home chefs within the company.

FROM THEN TO NOW

Since the merge between four German automobile manufacturers in 1932, the ‘Four Rings’ have been a symbol of progressive engineering and stylish automobiles. As a part of the Volkswagen Group, the brand really took off with its ‘quattro’ launched for the first time in 1980. From this point Audi actively began to compete with other premium brands such as Mercedes-Benz and BMW. Today, the company stands true to its core value “Vorsprung dürch Technik”, continuously improving and pushing limits forward.

AUDI JAPAN

The Japanese market is known for being one of the toughest in the world. Setting pricing and design preferences aside, what really attracts consumers is essentially the image and aesthetics surrounding the brand. In 2007, Audi opened a gorgeous looking showroom in Tokyo’s high fashion district Harajuku. The building is an architectural wonder and serves not only as Audi’s brand showcase but also the central hub for numerous events throughout the year, inviting the Tokyo crowds to get hands-on experience of the latest models.

ONLINE PRESENCE

Great Works Tokyo takes responsibility in Audi Japan’s overall online presence targeting both existing Audi owners and aspiring prospect customers. The use of emotional interactive video contents as an integrated part of the website, assisted by easily accessible hard facts, gives the visitor all arguments needed to take the next step – may it be ordering a catalogue or visiting one of the 100+ showrooms all over Japan.

YOUTH FASHION THAT GO WAY BACK

Swedish retail icon JC has been around since 1962, being one of the first retail brands that really had an active approach to selecting and filtering youth fashion. Back then, as ’Junior Center’, JC very quickly became established as an important part of youth- and jeans culture, giving young Swedes a taste of what was happening in fashion in the US. Since then much has happened in the Swedish fashion market, and the competition has become tougher and tougher from numerous big Swedish, and international fashion brands. Today JC – Jeans & Clothes - has around 200 stores in Sweden, Finland and Norway, with a presence in pretty much every smaller and middle sized town. After almost 50 years in the business JC wanted to try a new approach and turn their marketing upside down, go digital full monty, truly try to re-connect with youth culture, and of course continue to be the retail player within jeans and denim for young people in the Nordic region. So they turned to Great Works.

GOING DIGITAL

Great Works Stockholm has been assigned to lead this work which is a 360 assignment with the goal to truly engage, and connect with a digital generation. Digital will be a vital part in building a future-proofed retail chain for this digital generation. Hence digital will be at the heart of everything that is being developed, meaning not only in ”traditional” marketing communication. Digital will be a key component in developing the store concepts, providing consumers with relevant tools and services, gaining insights, feedback and learnings from consumers, and of course also be used as the tool for a continuous conversation with our consumers. Great Works started working with JC in May, 2009 and the first results of this co-operation will be seen in late August 2009.

How it all started…

Finnish mobile giant Nokia is one of the worlds true superbrands. Their products and services are used by gazzilions of people globally and their marketing campaigns are winning awards left right and center. So, why did they turn to Great Works in the first place? Because they needed a fresh perspective on one of many companies big problems: How do we make our internal team enthusiastic about a new product? Internal marketing is something that is very often overlooked. Consumers are targeted with ambitious marketing campaigns while the internal team gets a boring Power Point presentation.

The first project we developed was the internal launch of the new N81. Instead of presenting a technical fact sheet, Great Works created a Boy Band. The Boy Band sang about all the bells and whistles of the phone.

Spreading the word

Supporting material such as a music video, pins, CDs was developed. The activities were totally focused on getting the internal sales team really enthusiastic. It worked - some markets got so enthusiastic they even created their own version. As the band spread outside of Nokia, fans also became devoted and created their own versions.

Since then, Great Works has created a number of both internal and external digital campaigns for Nokia.