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BWP GROUP We Love Digital Exponential

The Drum's Profile Hub Round-up: Fast Mazdas, Pixie Lott, André sparkling wine and a Cartoon Network site to keep the kids busy

By John McCarthy, Opinion editor

BWP Group


Exponential article

November 7, 2014 | 4 min read

Feast your eyes upon the creative crop coming through The Drum’s Profile Hub - marking the week’s best activity in marketing, PR and design.

First up is Exponential's campaign to raise brand awareness, product engagement and purchase consideration for the new Mazda 6 across desktop and tablet devices.

The agency was tasked with attracting 35 to 44 year olds to the new Mazda 6 website. It built an Appsnack expandable Snack Bar for iOS tablet devices and a Firefly Video engagement unit for desktop, showcasing the new motor, allowing consumers to customise the car’s colour and share with friends on social media channels.

Ultimately, the average dwell time on the video was 23 seconds giving consumers plenty of time to enjoy the new Mazda.

The project was undertaken with the help of Mindshare and JWT.

Following up is Davidson Williams' creative work on the ads for the launch of the André sparkling wine range in Africa.

The agency targeted the sparkling wine towards a male audience with a series of hero bottle shots while navigating the intricacies of the differing markets in Ghana, Kenya and Nigeria.

Although each ad was to have its own separate tone - as a set they were to be recognisable as a brand range.

Next is We Love Digital’s engaging microsite for kids, designed to raise awareness of Cartoon Network’s ‘The Amazing World of Gumball’.

Working closely with the Turner Broadcasting, the agency created the site allowing the target audience of 6-11 year olds to enlist in Elmore Junior High.

Once enrolled, kids could roam the corridors and access key locations such as the cafeteria and library, where they could engage in quizzes and games hidden behind themed doors. Social also factored in as they could share their scores on Facebook.

Since the worldwide launch of the site, it has had over one million users.

And last up is BWP Group’s part in boosting the growth of skin cleansing brand, Magnitone.

The firm was tasked with raising awareness for the firm’s top three products, the Magnitone Lucid, Magnitone Eclipse and Magnitone Pulsar, all designed to help cleanse the skin.

BWP Group’s solution included a mix of PR outreach, educational creative, real time social media, live events and an engaging ecommerce website.

Furthermore, it secured celebrity endorsement from Pixie Lott in a series of ads.

That's all for this week - but to see more of the work in the Hub, click the link to check out last week’s finest entries into the Drum Profile Hub.

Join the Profile Hub for free here.

BWP GROUP We Love Digital Exponential

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BWP Group

We are a strategically-led creative agency specialising in brand and customer experience.

We are passionate about brands and retail, which makes for the perfect...

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Exponential Interactive is a global provider of advertising intelligence and digital media solutions to brand advertisers.

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Davidson Williams

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We Love Digital

We are a behaviour-driven creative marketing agency. Fusing human insights with business intelligence to deliver experiences that move people. 

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