Category: Titanium and Integrated
Advertiser: JWT
Product/Service: ONLINE BRAND VISUAL TOOL
Agency: JWT LONDON
Date of First Appearance: Apr 26 2011
Entry URL: http://www.brandtoys.com
Executive Creative Director: Russell Ramsey (JWT)
Worldwide Planning Director: Guy Murphy (JWT)
Creative Director: Graham Wood (JWT)
Art Director/Agency Producer: Nik Finan (JWT)
Planner: Alastair Morton (JWT)
Producer: Lizzie Cooper (JWT)
Production Agency: Unit 9
Media placement: Onlilne Visualisation Tool - www.brandtoys.com - 26 April 2011
Describe the campaign/entry
Brand Toys is the world’s first brand visualisation tool available at www.brandtoys.com. This tool represents the personality of brands, and the on-line buzz about brands, in the form of a toy. The software takes data from Millward Brown’s consumer research about brands, and data from Social Mention’s on-line buzz measurement, and represents that data as toys of different shapes and styles. Users can look at and compare over 3000 brands from all over the world. They can even create their own Brand Toy. The toys can be shared across social media as links, printed out in pdf for presentations, and can even be printed out in 3D and have the model toys sent to their office.
It is a new service for the marketing and advertising industry that allows for a more creative, natural and visual understanding of brands.
Describe how the campaign/entry was launched across each channel in the order of implementation
Brand Toys is not a campaign but a new service available on a website. www.brandtoys.com.
Give some idea of how successful this campaign/entry was with both client and consumer
www.brandtoys.com has only launched in the past week or so it is too early to assess results. That said it is encouraging that at present the dwell time on the site is 16 minutes.
It is worth noting that Brand Toys – before it was publicly launched - won the APG Battle of Big Thinking Award for two years running. This suggests it can have a significant effect on some very opinion-forming people in the advertising industry.