Vimto has appointed Cheshire based branded entertainment specialists Matmi to design and deliver the digital elements of its brand strategy having recently announce its largest marketing campaign to date.
Planning has recently commenced with Matmi’s remit including a new teen-oriented website with interactive and viral content, and a social networking strategy to change the perception of the brand in the teens-to-early-30s age group.
The agency will work alongside Vimto’s in-house marketing team and its existing agencies to together deliver Vimto’s new brand strategy; Driven (creative strategy), Smarts (trade PR) and Mediaedge:cia (media planning & buying).
Emma Hunt, senior brand manager at Vimto, said of the appointment: “Matmi understands how to reach a particular audience and offer a fulfilling online brand experience that wins hearts and minds. We’re very excited about fresh, savvy digital possibilities for Vimto and look forward to breaking new ground with some of the online marketing techniques we use.”
Richard Barrow, account director at Matmi, commented: “Vimto’s brief was perfect for Matmi. From character design and animation to websites, advergames and social networking, Vimto’s digital presence will be highly interactive – both with the audience and in creating interaction between elements. This experiential approach creates an understanding of a brand at a completely different level which is great for changing audience perceptions.”