An introduction to t7F London

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© t7F London.co.uk all rights reserved: PS/RT 1

Who?

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WHAT IS t7F LONDON?

An integrated agency expert in premium

niche and challenger brands

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We create brand strategy you can actually use.

We refocus and re-energise brand communications.

We search and find new audiences and construct new stories to be heard.

We are a group of professionals based by Russell Square connected to a growing network of additional niche specialists.

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A BESPOKE AGENCY

Working in partnership with a discrete number of brands and businesses that seek

measured returns for a targeted investment

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THE DIFFERENCE

We blend the skills of strategic media planning with creativity and

the techniques required in brand activation.

Which really means a group of clever and enthusiastic people focused on results.


A few examples "of our previous campaigns

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THE CHALLENGE Required to make

FRONTLINE® flea and tick treatment more consumer friendly and start one-to-one dialogue with UK consumers

Global and European sites were the only online properties

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Pet owners were not visiting branded category sites, but they were disproportionate users of photo sharing social networks.

Using FRONTLINE® meant you could hug your pet safely.

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The campaign reached over 8 million unique users and delivered over 19m advertising impressions

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Golddigga

Street / urban female fashion brand (core 14-18) Build brand credibility and widen awareness Brand owner and retailers very analogue Consumers 100% digital Came to us to develop their ‘non-functioning site’

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THE STRATEGY

Reflect target’s growing but changing media consumption

Go where they go / listen to what they have to say

Not site redevelopment but use of social media

Create new touch point & offer visitors more value and a richer experience

Established that ‘paid for’ print media was not relevant for our audience

Moved all media spend online with the majority being placed with Bebo.

Developed product placement and experiential activities running alongside

weekly social network activity

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Over 5,000 people asked to become a friend of golddigga on Bebo.

The brand profile was viewed by over 90,000 people, and golddigga branded skins were downloaded to over 23,000 personal profiles delivering at the very least 1.1 million personally endorsed brand messages to their friends.

Brand appeared in 75% of Sofia’s Diary episodes over 6 month period online and re-edited version on Channel Five

30 million branded impacts to girls aged 13-24.

1.1 million personally endorsed brand messages to their friends.

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 In 2007 online music discovery was in its infancy

 Last.fm had just launched

 TopGear was releasing CD compilations

 Automotive iPod connectivity was growing

 There was a unique opportunity to own music on the move

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Harman Becker Automotive Systems 2009

“…Our aim was to link Harman Kardon with music on the move within the UK.

“We ended up with an innovative, award winning communication programme, that has had a global impact on key influencers...”

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www.amplified journeys.hk Custom built, cutting edge online application.

Music discovery & navigation mash-up (playlists set to route maps)

Promoted via strategic partnership with influential media owner

Multiple media channels

Innovative use of SEO

Backed up by blogger out-reach programme

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“...Music and travelling have always been a natural mix, so what better way to advertise Harman Kardon's products -and create some nice goodwill - than by giving away a little musical free love?

“This could become hygiene in the trip-planning world!”

The Springspotter Network consists of more than 8,000 global business and marketing-

savvy spotters, who recognise a new business idea when they come across one. A vibrant mix of cool hunting, new business ideas and

trend spotting

A great new business idea

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In six months since launch the site has been viewed in 118 countries

35,000+ unique users have planned journeys

50+ bloggers have written about it

Less than 50% bounce rate

5 minute average dwell time on site

Global media coverage, UK > Korea

(MSN)

“..a new form of automotive music integration has been born, welcome to the future..”

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MAXjet: a 30 month flight

From resizing someone else’s ad to realising £1Om of

communications value from under £3m spend

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It all seemed so simple to begin with

August 2005.

Take an American agency’s work and

re-size for the UK.

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Then it all sort of snowballed

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However the passengers were getting a rough ride

It wasn’t just the

cancelled flights, this

small operation

didn’t have the

ground staff to

explain when things

went wrong.

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MaxJet, which offers nonstop all- business-class service between Washington and London Stansted, has sale fares of $999 round-trip for travel Nov. 1-Feb. 28; usual MaxJet fare starts at $1,749 round trip, and business-class fare on other airlines starts at $2,213. The sale fare

must be purchased by Oct. 1; request promo code ANNV06. Info: 888-I-FLY-MAXJET.

Not bad for business class travel between DC and London. Plus, no Virgin Atlantic laptop restrictions. travelpost.com

So - was it any good. Oh yes! Quiet and peaceful check-in desk. Fast-tracked through security. A private lounge with food and drink available. And when we got on the plane, leather seats that actually can be hiked back to almost horizontal and still allow room for the

person next to you to stand up and get past you. That’s right - stand up! And food served on china with proper cutlery! And great food as well. Fantastically cheerful cabin crew who seemed to be around offering something all the time.

If you live north of Watford and want to avoid the mess and nightmare that is Heathrow then I seriously suggest you check out MaxJet. They almost put the fun back into flying. yellowswordfish.com

So if you like travelling business class at an economy price then it might be time to give Maxjet a shot. airtravelgenius.com 23 march

Maxjet, which operates transatlantic flights in and out of Stanstead, reported a 30% hike in average weekly sales during the past five days, with passengers originating in the U.K. making up a substantial percentage of the increase for travel in August and September.

posted at 8/16/ 02:18:00 PM - iagblog.blogspot.com It was a fabulous experience and I told several people they needed to try it out. – persuasion.typepad.com Anthony Garcia is Future Now’s

Senior Persuasion Architect.

Anecdotally, this blog gets hammered daily with the search word “maxjet”. You would be amused to know by whom – BA, bmi, BAA, and yes even Virgin. What does this tell you?

posted at 10/17/ 08:37:00 AM – iagblog.blogspot.com

Onboard my London flight from New York, I wasn’t disappointed. Inside the Boeing 767 cabin, customers could relax in wide leather seats — only 102 of them — half the usual number of seats for the aircraft. Consequently, aisles are wide, walk-around is easy, and there’s

nobody in a middle seat. It seemed there were more flight attendants onboard than usual, and one of them handed me a digEplayer, my personal delivery system for more movies and music channels than I could ever consume in what is typically a six- to seven-hour flight. –

ruth. a. hill gatewayva.com

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SAYING SORRY

But then we engaged with

passengers we had let down and

some of the negative bloggers*.

Using a none corporate email

style, coupled with what looked

like pretty random gift giving,

the public mood changed…

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Readers voted MAXjet No. 2

International carrier behind

Singapore Airlines. (Despite continuing cancellations)

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An introduction to t7F London

Business

Transcript of An introduction to t7F London