Brief
Photogether, an online store for the serious and professional photographer, commissioned Purple Frog to develop an activity that would reach out to photographers encouraging regular visits to a social destination site. With less than 50% of photographers using Facebook either personally or as part of their business, the activity required 100% accessibility whether via Facebook or other routes.

Solution
Research revealed that professional and amateur photographers are high social content authors and contributors with a desire to showcase their creative and technical ability verging on a visual hedonism. Purple Frog developed the idea of an online competition with content upload functionality the centre of the entry process for users to demonstrate their most creative works of art. Once uploaded and visible within public galleries, other users can browse and vote for their favourite entries.

Creating a Facebook application that fully embraces the Facebook API for share functionality is standard fare for social activities. But using the application within Facebook and non Facebook environments simultaneously, stretches the boundaries well beyond ‘standard’.

Outcome
Win With Photogether was launched mid January as an application accessible via the Photogether website www.winwithphotogether.co.uk and on the Facebook page www.facebook.com/photogether

On Facebook the app breaks out of the standard three column grid, making use of the new canvas app introduced recently by the social network. Within 2 weeks, the competition has received over 300 entries adding over 100 new likes to the Photogether Facebook community, but more significantly is attracting a huge number of visitors through the website AND Facebook far exceeding original KPIs.

With every action within the application linked to Google Analytics, Purple Frog will be providing insight to user trends to Photogether, and advising on campaign and activity adjustment so that long term objectives are realised.

The campaign has run in-store using POS materials (tent cards, posters, balloons etc) as well as online display and adverts in the national press.

The brief

Previous promotions were fulfilled via an offline claim form that was distributed at the point of purchase. Customers would fill in their details and post the claim form to Purple Frog for manual processing.

This was a time consuming process and it was not unusual for claims to contain several errors, resulting in a considerable amount of administration time to contact each claimant. Encrypted files were then sent to Citibank, the prepaid card vendor, for dispatch.

Our brief was to find a more efficient way of processing the claims in order to reduce the time and associated cost for each claim. The solution needed to build on previous campaign success and provide a more positive customer journey.

The solution

Purple Frog proposed an online solution offering an immediate redemption channel for the customer, as well as reducing the administration effort and cost. In addition, the solution was to be developed so that it could be reused for future cashback campaigns, therefore offering further cost savings over time.

Purple Frog built a secure micro-site that included details of the current campaign, FAQs and Ts & Cs but most importantly a staged online application process with address finder and receipt upload functionality.

A backend administration system allows Purple Frog to review then reject or approve claims, as well as highlighting potential fraudulent claims. The claims are automatically batched and sent to Citibank via sFTP for processing.  Once processed, Citibank returns the status of each claim which then updates the Bosch admin system to show payment has been made.  At each stage of the process the claimant receives an automated claim update by email, as well as being able to track their claim online.

In order that customers who do not have online access can still claim, a freephone number has been set up enabling a customer services representative to input the claimants details over the phone. Receipts are then mailed to Purple Frog for approval using the online system.

The technologies used in this project include:

C# and Linq
.NET 4
ASP.NET MVC 3 with Razor
Entity Framework 4
SQL Server 2008
jQuery

The outcome

Bosch now have in place an efficient and robust application to implement and fulfill multiple campaigns quickly.

This latest campaign has been deemed a huge success.  Within the first 4 weeks there was a 2,000% increase in claims compared to the previous campaign with, c. 75% of claimants using the online form.  In addition we have reduced fulfillment costs by an amazing 80%.

In fact the campaign has been so successful that plans are already in development to role out the next cashback campaign straight after the current campaign ends early next year.

The brief

One of Coeliac UK’s project deliverables was to develop an educational tool on the basics of coeliac disease.  They were looking to create a tool that had a good level of interaction, engagement as well as usability.  It was also important that Coeliac UK could edit the content themselves, as well as creating several language versions.

The solution

To make the tool engaging we wanted to use Flash so we could create an interesting way to navigate the site as well as including animations, video and interactive content.  The problem with Flash is it is not editable by non-Flash experts.  We felt strongly that a solution Coeliac UK could not amend themselves would not be acceptable. The answer was to create a content management system (CMS) to allow full editing of content.

A wide range of technologies were used including:

Microsoft Asp.Net 4.0
Microsoft SQL Server
XML, XPATH, E4X
XHTML, CSS 2.0 and Javascript.
Adobe Flash, using Actionscript 3.0 and custom redistributable Flash components.
Adobe Flex 4.5
The solution employs Decorator, Factory and Distributed Model-View-Controller design patterns.

What is unique about the solution is that it empowers designers, using only their existing skill set in the normal Flash CS Professional tool, to unlock the much greater programming power of the Adobe Flex framework. This is done by employing custom Flash CS Professional components (editable Text Fields, Bitmaps, Animations, Audio and Video Players) which a designer can simply drag to the stage of the Flash tool, configure, and then publish as a content template with no coding required. At runtime, the framework finds these components inside the template, and wires them up so they launch the appropriate Adobe Flex editing interface when in edit mode, or render thecorrect user-edited content when in display mode.

In addition, rather than the finished presentation drawing live content from the server, the .NET framework is used to write XML and copy assets on publication, resulting in a standalone application that can be deployed on any server which supports basic HTML and Flash.

The outcome

The framework has been populated with content by Coeliac UK and the English version of the module is being presented for accreditation and then will be shared with GPs across the UK.  Because Coeliac UK can create additional modules by copying the original, multiple language variants can be created and shared with GPs across the whole of Europe.

Within the UK, the Home Appliances division is continuing to build its customer awareness and market share.

The Brief

The brief was to build upon the groundwork put in by Purple Frog during the course of 2010 which began to increase consumer awareness, while implementing a new brand design aesthetic. A link to the current television advertising campaign was a mandatory element for the press campaign.

The Solution

An analysis of consumer feedback resulted in the current press campaign featuring straight-to-the-point headlines coupled with a pay-off line referencing the ‘This is the Life’ theme from the TV campaign. The body copy follows this approach with a more descriptive and shorter style than previously employed.

The Outcome

Independent surveys indicate that Siemens’ brand value growth has grown consistently on a month by month basis since Purple Frog’s involvement.

The Brief

The sales film for Tork’s 530 cloths included a lot of practical demonstration and product shots but Tork needed something to bring it to life. We were tasked with developing something to guide the viewer through all the key product benefits, creating an engaging, fun and memorable piece of communication.

The Solution

We created the Tork expert character using simple shapes with minimal shading leaving the head and face free to carry more detail and personality without making an overly complex animation. We also developed a modular character guide sheet that allowed a variety of poses to be animated quickly and easily.

The Outcome

With the completed animations, an appropriate voice over and a number of visual graphic text prompts added, our recut 3 minute film is currently presented  at trade shows and sales meetings around the UK.

The Brief

Following a success debut sponsorship season with Honda Racing getting good TV and press exposure alongside highly successful drivers and a winning team, Yuasa asked Purple Frog to promote the brand further using social media. Yuasa was predominantly a manufacturing business with its core activity in the UK focused on B2B solutions within its industrial division. With a strategic change of direction for its automotive division from OEM to aftermarket, new brand awareness opportunities became available with consumers, and the sponsorship deal became the focus to maximise exposure as well as continue the increase in aftermarket market share.

The Solution

The decision to renew the sponsorship deal was made weeks before the start of this current season, creating the need for a quick response as well as a successful solution. The big idea was to be the Team’ biggest fan, making the partnership between Yuasa and the Team as close as possible.

The main core of activity was developed at www.yuasabtcc.co.uk away from the corporate website and be the destination for race and driver blogs linking in with Facebook, YouTube and Twitter.  Facebook was the ideal arena to nurture and engage with a growing community. Twitter was used to whip up excitement about the divers, the cars and the Team before, during and after races.

The Outcome

Half way through the season it is already apparent that the association with Honda Racing has blurred the boundaries between Team and Sponsor, with fans, press and other teams making reference to Yuasa as part of the team.  Writing articles for each race weekend and being the first in the country to publish content has been well received with fans and BTCC supporters. Page views over the first 5 races have already exceeded 1600, with Facebook and Twitter significantly contributing visitor traffic to the content.

One of the goals at the start of the activity was to create a social community made up of motor racing / BTCC fans with engagement with Yuasa a top priority.  Twitter is on course to achieve 1000 followers by the end of the first season, with direct links and engagement with the drivers Matt Neal, Gorden Shedden and with Honda Racing helping to whip up excitement. On course tweeting and image Twit pic feeds from within the Honda Racing Team garage have created an immediacy to the content, encouraging dialogue from armchair ITV4 viewers and fans at the course hungry for the inside stories.

Purple Frog have also encouraged fan suggestions and initiatives to help increase brand awareness and an maximise the association with a winning team.  Most notable to date has been the development of social network backgrounds for the drivers (see Matt Neal) and for the fans, available for desktop and mobile accounts.

The season-long campaign is being supported by national press advertising, banner advertising from the corporate site, PR and POS.

The Brief

As part of the Brick Development Association’s new campaign launch, Purple Frog were asked to develop concepts for an informative direct mail piece that would announce the campaign launch to the key players within the construction industry. The brief also required the copy writing of a campaign introduction letter with allowances made for it to be personalised by the BDA’s Marketing Director and be included in the direct mail package.

The Solution

Having presented a number of potential routes, the BDA opted to combine two of Purple Frog’s concepts and thanks to some creative construction all the requirements of the brief were fulfilled.

The Outcome

The DM received great feedback both from the BDA and  key figures within the construction industry. Not only were they clear about the campaign messages on brick cost, sustainability and durability,  some have now become to more closely involved with growing the campaign for 2012.

The Brief

Our brief was to develop a brand identity and collateral for a completely new and exclusive florist offer opening in Dornoch. It needed to be inspiring but have an established brand feel to make it look like it has always been a part of Dornoch’s retail landscape.

The Solution

Taking our inspiration from the surrounding local architecture and particularly Dornoch Cathedral. We created a number of typically traditional colour and typographical palettes in a bid to find a solution that Donorch’s discerning residents and visitors to the local area would accept.

The Outcome

Within the first week of launching the brand and web site Budding Genius had their first confirmed booking. Since February the business has gone from strength to strength and the team are now hoping to expand the offer further.

My Fantasy Stapler for Rexel Europe – a pan European brand awareness campaign aimed at office stationery buyers. This is the third in a set of 3 videos within a social media strategy to direct traffic to an online activity at www.rexeleurope.com/fantasy

My Fantasy Stapler is an engaging activity for users to create their own ‘fantasy’ stapler or punch. The competition is open to anyone who can either be creative or can share their entry, with 2 Samsung Galaxy Tabs up for grabs each month until the end of 2011.

FACT – society today is reliant on immediate information. In business if the email server drops off for just five minutes, staff can be see either slapping their keyboards in panic, or charging around the office with a furrowed brow looking for anyone associated to the IT department. At home we are becoming more hungry for up to date information. Broadcasters oblige by pushing breaking news 24/7 onto our TV screens. Mobile apps alert us of news, sport, business and gossip by pushing content into our handsets. And of course there are the social networking sites where we can keep up to date with activities of a friends and favourite brands.

Social media works for consumers because it provides an immediacy to information, regardless of whether the information is local or global. Purple Frog use social media to push content and engage with consumers for our clients, but we also can make this work for B2B organisations that need to promote messages where the relevancy is subject to its immediacy.

A good example of this social activity is with the Automatic Vending Association (AVA).

Brief
The vending industry every two years showcase their products and services and announce the latest industry innovations at the international vending show, AVEX. Apart form the large commodity manufacturers, the majority of vending businesses have never considered social media as a marketing channel to push their messages to their target audiences. Purple Frog were asked to create a social media buzz around AVEX 2011 and try to encourage participation form exhibitors and visitors to the event.

Solution
Days before the show, Purple Frog invited 5 major vending exhibitors to make use of Twitter and have over 650 tweets scheduled for publishing over the two day event promoting their key messages. During AVEX, the Purple Frog social media team gave a social commentary using images and tweets of all the major incidents, each making use of specific hash tags. The hash tags were used to stream tweets of various content types from exhibitor offers, speaker notifications and event activities giving visitors immediate event information as it happens. To promote the social media activity, bluetooth proximity marketing messages were broadcast at the entrance of the hall alerting every visitor with a smart phone, and incentivising engagement with an iPad prize draw.

Outome
On top of the 5 invited exhibitors, a further 36 either used their own Twitter accounts, activated a new Twitter accounts at the show, or requested Purple Frog to push their tweets on their behalf. A combined total of 1206 tweets were published over the two days that used the specific hashtags. Although Day One was more successful than Day Two, there was an impressive 6% engagement from vistors to the show. At AVEX 2013, it is expected that social media will again be used to create a buzz, but stepped up with the idea of displaying the hashtag streams on giant screens around the event giving activity accessibility to no-smart phone vistors.