Propaganda develop and launch a new brand in the online car buying market.

We’ve recently completed a really interesting Discovery, tasked with answering a tough brief, how does a challenger brand launch in a monopolised market?

Dominated by one key player and a number of me-too brands, the UK online car buying market is very competitive, but the opportunity existed for a new entrant with a different approach and proposition.

Conducted over a period of 12 weeks and including robust quantitative research and consumer groups across the UK, Discovery delivered complete market and consumer immersion, allowing the opportunity to be assessed from not only a commercial but also a vital consumer perspective.

Key insights revealed high levels of mistrust dominated the car buying and selling market, and nowhere did this seem more prevalent that when online car buyers were mentioned. It seems that online car buyers were seen to be a last resort that would only ever give you a low price and a terrible customer experience – in short not to be trusted and importantly to be avoided.

Propaganda’s strategic recommendations advised that the key to developing a successful new brand in this market would be to turn perceptions on their heads by delivering the UK’s most fair and accurate car buying service, that delivered guaranteed prices, trustworthy advice and a reliable service.

The brand we developed and recently launched is The Car Buying Service – with its proposition of, Sell your Car with Confidence. Three handover locations across the North of England and online all opened for business earlier this month. It is early days but so far the launch has been a success with 100% of those booking a valuation appointment going on to sell their car to The Car Buying Service.

Illamasqua launch their 2012 Christmas Campaign

Propaganda were briefed to produce a campaign to cut through the Christmas ‘noise’, driving consumers to choose Illamasqua’s gifts above the competition this year, and in doing so make the Illamasqua’s customers’ Christmas an ‘extra-ordinary’ one.

Under the headline of “I’m Not Dreaming Of A White Christmas” we have delivered a visually impactful campaign embodying Illamasqua’s irreverence, creativity and range of highly pigmented professional make up products. As the consumer starts to shop the product (both on counter or on line), the message evolves to call out specific colours featured in the 2012 gift range under the headline: “I’m Dreaming Of A…. ” Then at point of purchase and in the product booklets the reassurance that the consumer has chosen the ultimate gift is emphasised under the headline “An Extra-Ordinary Gift”.

Aligned to this we will launch a first for Illamasqua – a campaign played out through our Social Media channels with the objective of building engagement and conversation with the Brand, driving traffic into stores and growing their Twitter following. Illamasqua, through this campaign, aims to answer consumers gifting headaches by enabling them to post on their Facebook and Twitter pages their perfect Illamasqua gift. This will be under the headline “#ImDreamingOf

To create real buzz Illamasqua will surprise and delight the audience by making some of their dreams come true by sending them their perfect gift.

The whole Social Media campaign will be played out through live Twitter screens in stores nationwide.

‘Win a House Party’

Rounding up the entries for Boost’s ‘win a house party’ competition. Over 12,000 entries received.

Propaganda appointed to position Equanet for growth

Leeds strategic brand consultancy Propaganda has been appointed to carry out a brand audit for Equanet, the Dixons Retail-owned provider of IT solutions to business.

The project is the first significant investment in the Equanet brand and is part of the company’s growth strategy which incorporates brand development, as well as extending its service and product range, developing partner relationships and ensuring its customers continue to receive the best possible value. The company will be positioned by Propaganda as a credible IT solutions provider rather than just a hardware dealer.

Mark Garrett, Equanet’s Head of Commercial has very clear aims: “From a brand perspective, it’s vital that Equanet is understood by customers and partners alike for the business it is and is working hard to become. This will involve promoting Equanet’s extensive portfolio of IT solutions to businesses and organisations across the UK.”

The brand audit will be managed by Julian Horberry, Propaganda’s planning director. Julian and his team will ensure Equanet benefits commercially from the rigorous planning processes developed at Propaganda; they’ll also drive brand strategy and make sustainable business recommendations.

Julian Horberry said: “The IT market has changed significantly. Businesses in this sector, like Equanet, used to sell just boxes, now customers demand the whole package – a bespoke end-to-end IT solution.

“Our insight driven approach which depends on knowledge before assumption and strategy before tactics, is the key to our success with brand transformation. Once we have this knowledge, our job for Equanet is to create a business model that drives growth into the business through increased sales at a higher margin.”

Brand Discovery™ is Propaganda’s proven consultancy model, which discovers the truth about a brand, unearthing real market and customer insights to unlock brand and business value. This consultative approach develops a clear brand strategy born out of factual intelligence to deliver increased brand performance.

Illamasqua’s Distinction in Make-up Artistry Awards.

Propaganda’s homegrown make-up brand Illamasqua, hosted The Distinction in Make-up Artistry Awards. The final live round of judging took place at the flagship store on Saturday the 13th of October.

An elite panel of beauty experts judged the contestants, which were in four categories ranging from non-professionals, students of make-up art, working professionals and members of the Illamasqua team. The judges were spilt into two categories, the floor judges who specialised in the technical ability of the contestants, and the curtain judges who judged overall creativity of the work.

The judges were a collection of industry giants, featuring Joseph Corré Illamasqua’s Brand Director and Ex-Creative Director of Agent Provocateur. Also on the panel was Illamasqua’s Creative Director Alex Box, who has been described as “the worlds most outrageous make-up artist,” and make-up blogging duo Pixiwoo.

The judges have deliberated over their chosen favourites in each category, and voting has now opened on Facebook. The Illamasqua fans can vote for their favourite by liking the image on the Facebook page.

The live Facebook vote closes on the 22nd of October and the winners will be announced on the 23rd of October.

Here are some behind the scenes pictures from the day.

Boost Sampling

One of hundreds of Boost scratch card winners, receiving an on the spot prize as part of “Give your day a Boost.”

Propaganda Brings Kryolan Professional Make-up Out Of The Wings, With A Theatrical Brand Re-Launch.

Kryolan, the make-up brand that has provided outstanding products to theatre, TV, film and fashion professionals for over 65 years, will today unveil a completely new look, feel and positioning; Kryolan: Make-up Is A Science.

The new brand positioning, developed by Propaganda, draws on Kryolan’s rich, independent heritage and experience in innovating for professional make-up artists since the 1920s. The brand was founded by Arnold Langer, a committed chemistry student heavily influenced by 1920s Berlin’s artistic expression, who combined his passion for theatre and science to create a revolutionary make-up brand – which is still independently owned and run by Arnold, his son and his grandsons.

The new Make-up Is A Science brand re-positioning was launched to professional make-up artists, media and bloggers today at London’s magnificent Chemistry Centre at Burlington House. The re-positioning has been beautifully summed up in one of our stunning brand films followed by presentations by Wolfram and Dominik Langer, demonstrations and some surprising theatrical twists.

The event featured a live tweet wall – www.twitter.com/KryolanOfficial #KryolanLIVE – where media and make-up artists across the world could tune in for live coverage.

The post-launch buzz will be maintained through ongoing PR, a creative social media strategy across all platforms and continued brand consultation. Propaganda has also re-designed the brand’s packaging, advertising and website, which will go live end-October.

20th of September Boost Rickshaws

  • 20th of September Boost Rickshaws take to the streets of Birmingham giving students a lift around campus. 

The Dark Angel Premiere

Propaganda launched its breathtakingly poignant short film, Dark Angel at a public screening in Manchester’s beautiful Cathedral Gardens, on the eve on what would have been Sophie’s 23rd birthday.

 

Artist Robert Maltby, Sophie Lancaster’s boyfriend, created a collection called Crimson Iris to be auctioned to raise proceeds for the charity.

In support of the Sophie Lancaster Foundation

Illamasqua have announced that £3 from every black medium pencil named in honor of Sophie, will go to The Sophie Lancaster Foundation. http://www.illamasqua.com/shop/products/sophie/

Sophie Lancaster radio drama adapted for stage

An award-winning radio drama about the murder of 20-year-old Sophie Lancaster, who was killed in a Lancashire park in 2007 for being a goth, has been adapted for the stage. www.bbc.co.uk/news/entertainment-arts-19620897