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CASE STUDIES BRANDING and CAMPAIGNS by Patric pop

Because only the strongest ideas make it into concepts that I am proud to present to my clients and that I am convinced the worthiness to fight for, in these case studies I portray projects that I really feel passionate to talk about. My key contributions involved talking to the clients, research, strategic reflections, precise briefings and an extensive brainstorming process. Some of these case studies involve retaining long term clients who threatened to move their communications account and budget to another agency. After completing my tasks and delivering strategically precise and outstanding image communication, every single client stayed at the agency I was working for.
Optimising for the specific target groups, the choice of media is crucial. Working closely with the leading media planners in Switzerland, synergies can be created and the budget optimised.

Case study: SWISSQUOTE Online Trading

Client: SWISSQUOTE
Agency: Alibi, now PulpAlibi, Genève
Patric Pop's role: Concept, Art Direction, Illustration, Copywriting

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Situation: After the recession in 2002-2004,  which hurt their business, the leading Swiss online trading platform SWISSQUOTE asked for:

  • Growth

  • Stimulate transactions (generating cash flow)

  • Communicate the newly and officially obtained status as private bank by the Swiss Banking Commission

  • Change the existing visual (a man running across a bridge, symbolizing financial freedom)

  • The agency-of-record was threathened to loose the account if the numbers were not met.

Briefing:

  • Attract new clients; grow within 12 months by 133%.

  • Talk to «do-it-yourself» hobby traders, as well as to the professional fund managers, who use the platform to trade large numbers at lowest costs.

  • Create a campaign that can be easily understood in four different languages and adapted for diverse supports.

  • Using the company’s unique color.

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Solution: What could create more impact than the image of someone like Ernesto «Ché» Guevara opposed to the bank’s interest of creating wealth? The images of Salvador Dalì, Ernest Hemingway, Winston Churchill, Josphine Baker or Enzo Ferrari were accompanied by their highly memorable quotations like «Be realistic. Ask for the impossible.»

Media support:

  • Print ads in general interest news magazines and specialized press.

  • Glued-in brochures in target magazines

  • Posters on public transportation

  • In-vehicle adscreens and animations, supported by dispensers for flyers and brochures.

  • Adscreens supported by promoteams in highly frequented spots, like Zurich central station

  • Online ads

  • Financial trade fair stand

Patric Pop's key contributions:

  • Creating the concept

  • Writing the texts in German, as well as the claim «Discover the leader in you»

  • Convince both the agency’s management and the client to go with this bold concept proposed

  • Create an artistic interpretation of the celebrities' most famous portrayal to prevent any copyright infringements.

  • Directing all external suppliers, supervision of the production

The Solutions created by Patric Pop delivering measurable results:

The bold statement of this campaign stirred a lot of interest among the target groups and the media resulting in a highly successful communication.
The client’s alreday highly set expectations of growing by 133% in twelve months were met, but to everyone's surprised largely surpassed by another 50% in only nine months.
With a happy client, the agency kept the account.

Click here for a larger view of the advertising and the commercials.

Patric Pop delivering results in CASESTUDY: SKINSET by VICHY

Client: L'Oréal, Vichy
Agency: EuroRSCG, now Havas, Genève
Patric Pop's role: Concept, Art Direction, Illustration, Copywriting
Production company: Freestudios, Genève

Situation: The skincare brand VICHY (owned by L’OREAL) decided to target a new market and launch its latest product in 2007 :the SKINSET products consist of a cleansing foam and a moisturizer, designed for younger ages (14-19 years of age) that have problems with imbalanced skin, showing oilness and dryness at the same time.
In the past, VICHY only did target adult women of 25-30 years of age up to 70 years of age.

Problem: The young target group has seen their moms use VICHY products ; the brand is perceived as «uncool». VICHY products are available only at the pharmacy; the pharmacists are trained by VICHY to consult all skin issues. The teenagers have a natural resistance to enter the pharmacy and get a consultation.

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Briefing:

  • Attract 200’000 potential customers in Switzerland with this launch

  • Target younger ages, 14–19 years of age; with main focus on teenage girls

  • Bring these new customers into the pharmacies

  • Respecting the extremely restricted budget of only CHF 45K (media buying not included)

  • Communicate the «5 signs of a perfect skin»; get the teenagers to use skincare on a regularly

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Solution:

  • · Breaking up the classic VICHY communication code: install a pink and baby blue color scheme, reflecting the products’ main color code.

  • Attracting the mostly feminine target group with 5 unique TV spots on main music tv channels; showing in these spots how easy it is to take care of your skin using SKINSET; break with old perceptions about what supposedly is good for your skin.

  • A young girl experiences mishappenings in a most amusing and sometimes crazy way.

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Media Supports:

  • TV ads on music television channels like MTV and VIVA

  • Guerilla posters at schools and nearby

  • Flyers with glued-on samples

  • Flyer dispensers at schools and at pharmacies

  • Promoteams outside of schools, distributing flyers and samples

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Patric Pop's role :

  • Creating the campaign and visual identity

  • Teaming up with a Swiss German copywriter; define the appropriate terms for teenagers

  • Convince the agency’s management and the client to break the corporate code for this unique occasion

  • Convince the production studio to produce the 5 commercials for only one quarter of the original cost estimate

  • Directing all external suppliers and production

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Next steps :

To tap more effectively into today’s youth market, the following up-to-date communication means were also proposed, but in the end dropped for cost reasons:

  • Download all the spots from the website onto a cell phone and share it with peers

  • Offer the TV-spots’ music as cell phone ringtone

  • Send rebates to the website’s visitors to their cell phones

The solutions created by Patric Pop driving sales and delivered measurable results:

The campaign was an instant success, with teenagers flocking in droves to the pharmacies, selling out the product in record time.
The brand experienced a rejuvenation and started talking to three generations of women.
The tiny communications budget demanded for great negotiation skills in order to obtain the results wanted.
With every partner involved, being utterly satisfied, SKINSET was successfully launched.

For a larger view of the advertising and the commercials please visit the advertising section.

Patric Pop delivering results in CASESTUDY: 1664 BLANC

Client: Scottish&Newcastle, Kronenbourg, 1664
Agency: Euro RSCG, Genève
Patric Pop's role: Concept, Art Direction, Corporate Branding, Photography, Production

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Situation: The french brand KRONENBOURG decided to extend its premium line 1664 and launch a new white beer named «1664 BLANC». While the 1664 is placed as a premium beer, generally the KRONENBOURG brand is associated with the image of a low-end, cheap beer that appeals to the masses.
With the addition of citrus aroma and coriander, this new white beer is created to appeal to the modern lifestyle; breaking away from the classic beer drinkers to an affluent, socialite clientele.

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Problem: The agency had just won the client in a new business pitch based on the future strategic orientation. The only hint we had was the indication that the bottle would be entirely of white color (similar to «Malibu»). WIthin days before the production deadline, the agency was informed that the bottle was not anymore of white color, but had been changed into blue glass!
The entire campaign was redesigned in only a couple of days, still respecting the deadline.

Briefing:

  • Launch the «1664 BLANC» in Switzerland, with an independent below-the-line campaign while leaving room for the main campaign roll-out of the 1664 premium line and the 1664 BLANC 6-8 months later.

  • Generate synergies that would be later of use for the promotion of client’s other brands.

  • Appeal to the trendsetting and affluent beerdrinkers, 25 -35 years of age, who drink socially.

  • Compete with well-established brands like Hoegarden.

  • With the specially smooth mixture, the beer should also appeal to the feminine gender.

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Solution:

  • Creating the campaign’s theme «ARE YOU BLANC?» led to integrate the trendsetters into the buzz, just like privileged members of a private club.

  • Multiple answers appeal to the senses: «YES, TASTE ME», «YES, FEEL ME», «YES, TOUCH ME».

  • Promoteams toured every week in another city among the contracted bars and pubs.

  • The color code reflects the BLANC whiteness and plays with a number of supports.

  • The BLANC manifesto was written.

 

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Supports:

  • Print ads in store newspapers

  • Mailings and sales folders with information about the new beer for bar owners

  • Promoteams touring bars and pubs wearing T-Shirts and belts with prints like «ARE YOU BLANC? YES, …» and carrying cooler bags while distributing vouchers bearing a die-cut pf the bottle.

  • Bar staff wearing BLANC aprons

  • Bar decoration with 3m. x 1m. BLANC message

  • Tabletents, posters announcing the «BLANC Night» and lenticular posters

  • Store stands

  • Totems with 5 messages

  • Ad slides and Backlights for fridges at movie theatres

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Patric Pop's role:

  • Creating the campaign and visual identity

  • Convince the client to simplify the existing logo in order to make it applicable to every support, like T-Shirts and belt buckles and make it appear younger and trendier.

  • Directing the creative and administrative team to completion of the project

  • Directing and supervision of all external suppliers and production.

Extension of the campaign

The campaign was extended 6 months later by adding special offers in bars and stores. All the communication was adapted to the specific needs, while respecting the corporate design, the global look and feel. I created all visuals for the five promotions from existing images of the packshots and rebuilt on the computer. Items included salesfolders, table-tents, flags and posters, give-aways for every promotion.

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1664 BLANC
Promoting the 1664 BLANC led to offer lightly salted fortune cookies into which the winning messages
are baked. A surprising treat for the Swiss clients, for whom fortune cookies are a novelty.

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ALINGHI
1664 being official supplier of the America’s Cup Defender ALINGHI, this gave an occasion to make
a promotion during the final races.
The 1664 HAPPY HOUR, which took place at every victory of Alinghi, was launched.
In order to remember this promotion, red and white colored silicone bracelets were given away.
In the visual, the red bracelet is used to hold the beer glasses together.

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PITCHER
In Switzerland, people were not yet used to ordering a PITCHER for the table.
Hence, a 1664 PITCHER was created, which got promoted by offering a tube of specially produced snacks.
The snack-tube’s shrink-wrap took over the scratched look of a typical 1664 aluminium can.

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All campaign solutions created by Patric Pop delivered measurable results:

Despite the limited budget and almost intimate appearance in public, all the promotions were very
well received by the target groups, resulting also in larger retail space.
The precise organization of every project allowed to print all files together and saved the client a considerable amount of money. An unexpected extra, that made the highly satisfied client even happier.