{"id":11458,"date":"2018-01-01T11:05:21","date_gmt":"2018-01-01T11:05:21","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11458"},"modified":"2021-08-02T16:53:30","modified_gmt":"2021-08-02T15:53:30","slug":"recovery-channel","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/dominos\/recovery-channel","title":{"rendered":"The Recovery Channel"},"content":{"rendered":"<div class=\"lazyblock-video-1THP64 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/249655381?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z18VxWR wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          New Year&#8217;s Day is the most important day of the year for takeaways. It&#8217;s also the biggest sales driving-day for Domino&#8217;s, with the brand expecting to make eight pizzas a second.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>We knew that maintaining momentum during such a business-critical period would require no small amount of steadfast marketing &#8211; we&#8217;d have to drive as many people to their website and app as possible.\u00a0<\/p>\n<p>NYD is a tricky moment to gain cut-through or share of voice. It&#8217;s saturated with brands vying for attention, with Just Eat alone predicting it would sell 500,000 dishes that day.\u00a0<\/p>\n<p>We also knew that NYD is plagued with the same old monotonous dialogue; new year, new you, righting wrongs and writings resolutions. With each and every brand competing for virtuosity share.\u00a0<\/p>\n<p>To make things even more challenging, it&#8217;s statistically the most hungover day of the year &#8211; meaning an audience that weren&#8217;t exactly geared and primed to watch ads.<\/p>\n<p>So rather than cook up the same old advertising, pandering to the same old clich\u00e9s, we launched a pop-up 24-hour channel full of content people would truly want in their time of need.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-ZYU8ft wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185653.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-ZBjP7S wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>The result? A total takeover of Sky Channel 539; a one-stop-shop for the most soothing, relaxing content imaginable &#8211; with absolutely no brainpower required. Think sleeping puppies, a crackinling fireplace, and a &#8216;live&#8217; stream of a stream.<\/h4>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-image-top-aligned-zBNSC wp-block-lazyblock-two-column-text-image-top-aligned\"><section class=\"fullwidth fullwidth--overflow aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-lg\">\r\n        <div class=\"row\">\r\n            <div class=\"col-md-6\">\r\n                <div class=\"embed-responsive embed-responsive-1by1 img-inline img-offset-left-md\">\r\n                    <picture class=\"embed-responsive-item\">\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185551.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185551.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-md-6\">\r\n                <p>So, how did we do?<br \/><br \/>We brought just over\u00a0<b>9 million impressions,\u00a0<\/b>split across Facebook, Instagram Stories, Twitter and Spotify ads, including influencers.\u00a0<\/p>\n<p>As the campaign carried through, we started to get people talking &#8211; earning a total of\u00a0<b>101 million impressions<\/b>. With 85 million impressions direct from social buzz and chatter, and the rest from press coverage both on-site and on social.\u00a0<\/p>\n<p>Those impressions soon turned into action; we almost quadrupled traffic to\u00a0<b>387.4%<\/b>\u00a0and app opens to\u00a0<b>110%<\/b>\u00a0against the daily average.\u00a0<\/p>\n<p>Eventually, that actions got the tills ringing &#8211; with the campaign driving a\u00a0<b>19.3%<\/b>\u00a0YoY increase in online sales.\u00a0<\/p>\n<p>And the results paid dividend, with\u00a0<b>14.7%<\/b>\u00a0of sales coming directly from social ads, delivering \u00a3387.4 in online sales &#8211; that&#8217;s a\u00a0<b>17x<\/b>\u00a0Return on Advertising Spend.<\/p>                    \r\n                            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2ph5UO wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185743.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185743.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n      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data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185641.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185641.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185912.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185912.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1gafua wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We set out to maintain business momentum on the biggest day of the year for Domino&#8217;s. We think we did alright. \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"template":"","class_list":["post-11458","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10107","10111"],"client_id":"10337","hero_video":"282836015","hero_image":{"ID":11463,"id":11463,"title":"Screen Shot 20171215 at 185357","filename":"Screen-Shot-20171215-at-185357.jpg","filesize":549323,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/dominos\/recovery-channel\/attachment\/screen-shot-20171215-at-185357","alt":"","author":"11","description":"","caption":"","name":"screen-shot-20171215-at-185357","status":"inherit","uploaded_to":11458,"date":"2020-08-18 10:12:06","modified":"2020-08-18 10:12:06","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1152,"height":648,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","1536x1536-width":1152,"1536x1536-height":648,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","2048x2048-width":1152,"2048x2048-height":648,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","Header-width":1152,"Header-height":648,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","Wide-width":1152,"Wide-height":648,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357.jpg","Square-width":768,"Square-height":432,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-768x648.jpg","Tall-width":307,"Tall-height":259,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-768x648.jpg","Mobile-width":768,"Mobile-height":648,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-1152x630.jpg","Facebook-width":1152,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-768x648.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":648,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/Screen-Shot-20171215-at-185357-384x648.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":518}},"meta-title":"Domino's - Recovery Channel","meta-description":"After going out on New Year\u2019s Eve, Domino\u2019s gave everyone an excuse to stay in on New Year\u2019s Day.  The nation\u2019s favourite pizza is also regarded as its \u201cOfficial Food of Recovery\u201d and so, with our help, Domino\u2019s put The Recovery Channel on air for one day only.","social-media-image":false,"relateditems":[{"relateditem":{"ID":11180,"post_author":"1","post_date":"2018-02-14 09:17:12","post_date_gmt":"2018-02-14 09:17:12","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eAs one of the largest sales days in the Domino\u2019s calendar,\u00a0 Valentine\u2019s Day is a critical time for the brand. We needed to stand out and boost sales.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\\u003cbr \/\\u003eBut we knew that Valentine\u2019s Day would also be noisy. Brands promising that they could provide the perfect product, backdrop or tonic for your romantic evening. We vowed to be different. We would be modern. We would talk about real relationships. Real moments. Real people. Real stories.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\\u003cbr \/\\u003eAnd then we found this.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eValentine\u2019s Day sees a 20% increase in usage on Tinder.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eModern love wasn\u2019t happy couples. Modern love was mobile. Modern love was swiping, ghosting and NSFW pics. Modern love was single. Modern love was Tinder.\u00a0\\u003c\/p\\u003e\",\"quote\":\"This is the story of how one killer stat led to a change in direction that would result in a 10% YoY increase in sales and a chatbot named Dom Juan. \",\"blockId\":\"Z17xyJd\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z17xyJd\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Dom%20Juan%22,%22caption%22:%22%22,%22id%22:11185,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11185%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Dom-Juan.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Dom%20Juan%202%22,%22caption%22:%22%22,%22id%22:11184,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11184%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Dom-Juan-2.jpg%22%7D%7D%5D\",\"blockId\":\"Z2vUlTW\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z2vUlTW\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eEnter the UK\u2019s first ever branded Tinder chat bot; Dom Juan, the Pizza Casanova.\\u003c\/h4\\u003e\",\"blockId\":\"ZdPcQM\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZdPcQM\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22screen-like%22,%22caption%22:%22%22,%22id%22:11183,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11183%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/screen-like.jpg%22%7D\",\"text\":\"\\u003cp\\u003eWe launched Dom Juan on Tinder in the days leading up to Valentine\u2019s Day and asked singles to match with him in order to start the conversation. Dom Juan was then able to feed users a selection of \u2018cheesy\u2019 or \u2018doughmantic\u2019 chat-up lines to try on their real matches, and hopefully find true love in the process.\\u003cbr \/\\u003e\\u003cbr \/\\u003eWe amplified the campaign with an integrated approach, including social, Spotify, influencers, CRM and PR. Dom Juan achieved over 2 million impressions on Tinder alone, and got people talking with national consumer press coverage, as well as becoming Campaign\u2019s Ad of the Day.\\u003cbr \/\\u003e\\u003cbr \/\\u003eCrucially, the campaign also drove sales yielding a 35x return on advertising spend and an increase of 10% from the previous year's sales. The campaign taught us that sometimes it makes more sense to go after the 'other' audience. Especially if you have the die-hard charm of a Casanova chat up bot on your side.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"1fLA1u\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-1fLA1u\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22285271477%22%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180212%20at%20172031%22,%22caption%22:%22%22,%22id%22:11182,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11182%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180212-at-172031.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180216%20at%20132317%22,%22caption%22:%22%22,%22id%22:11181,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11181%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180216-at-132317.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"ZcGNFl\",\"blockUniqueClass\":\"lazyblock-carousel-ZcGNFl\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Dom Juan is a great example of Domino's ability to eclipse the competition at the times when it really matters. We needed to stand out and we did that by creating a market first. We combined platform insight, canny creativity and undeniable cheesy charm to reach the people that mattered.\",\"quotee\":\"Tony Holdway, Sales and Marketing Director (Domino's)\",\"blockId\":\"LCR5x\",\"blockUniqueClass\":\"lazyblock-quote-full-width-LCR5x\"} \/-->","post_title":"Dom Juan","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dom-chat","to_ping":"","pinged":"","post_modified":"2020-08-25 20:04:29","post_modified_gmt":"2020-08-25 19:04:29","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11180","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10706,"post_author":"1","post_date":"2018-01-25 09:15:00","post_date_gmt":"2018-01-25 09:15:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"281836905\",\"blockId\":\"247QWE\",\"blockUniqueClass\":\"lazyblock-video-247QWE\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe identified an opportunity for Cadbury to find new relevance by championing moments of authentic human generosity through our campaign \u2018There\u2019s a glass \\u0026amp; a half in everyone\u2019.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe made a\u00a0\\u003ca href=\\u0022https:\/\/www.vccp.com\/en-gb\/work\/cadbury\/mums-birthday\\u0022\\u003eTV advert\\u003c\/a\\u003e\u00a0which told the story of a little girl who buys her mum a block of Dairy Milk but tries to pay with her precious trinkets buttons and plastic coins. The shopkeeper hesitates but gives her the bar and her \u2018change\u2019 by way of a small unicorn. The story is based on a universal truth and tapped into people's emotions.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eBut for people to really feel this generous instinct we want them to experience it for themselves. So, in the heart of Soho, we opened The Glass \\u0026amp; a Half Shop.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Glass \\u0026amp; a Half Shop was open for 4 days and the only thing you could purchase from it was a bar of Cadbury Dairy Milk, in a variety of flavours, to share with family and friends. However, payment would only be accepted in knick-knacks. Things like buttons, shoelaces, paper clips, odds and ends, all kinds of random stuff, just not cash!\\u003c\/p\\u003e\",\"quote\":\"Cadbury, once a source of national pride, was now struggling. Our brief was to reboot it.\",\"blockId\":\"J0gbl\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-J0gbl\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Shop-Assistant-Graded-v2%22,%22caption%22:%22%22,%22id%22:10707,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10707%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Shop-Assistant-Graded-v2.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Billboard-girl-graded%22,%22caption%22:%22%22,%22id%22:10708,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10708%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Billboard-girl-graded.jpg%22%7D%7D%5D\",\"blockId\":\"Z1dCd8M\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z1dCd8M\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eIf you found yourself without a trinket, our shop staff showed you the gumball machine outside the shop which dispensed free trinkets.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eOnce you\u2019d paid with your trinket our shopkeeper gave you your bar of Cadbury Dairy Milk and a special till receipt recording your purchase and encouraging you to share your chocolate with a friend.\u00a0\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eEvery detail inside and outside the shop was designed with a Cadbury Dairy Milk twist, from crisp boxes to newspapers, flowers, fridges, drinks, greeting cards, stationary, local notices and classifieds, staff uniforms, a welcome mat, awning, door sign, post office box, delivery bike and more. Free Wifi was named CadburyShop and the shop sign read \u201cThe Glass \\u0026amp; a Half Shop\u201d. We even had a newspaper girl who cycled around Soho delivering copies of the Cadbury Chronicle and spreading the news of the shop.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe shop received over 5,000 visitors, exchanging their knick-knacks: pens, belt buckles, yoyos, toy cars, recipe books, light bulbs, computer mouses, even an odd shoe! National and International press reported on the event with a total of 57 articles published. With no paid social spend, the shop got over 2.5 million social impressions in just 4 days. That increased social conversation around Cadbury by 35%.\u00a0We proved just how generous the British public can be.\\u003c\/p\\u003e\\n\\u003cp\\u003eSo that the rest of the country could experience it too, we also\u00a0 created an online shop, which allowed us to give away a further 10,000 bars.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe created a branded experience in the heart of London that was visited by thousands of people from all around the world and covered by multiple national and international news channels (we even brought around Mail Online).\u00a0\\u003c\/p\\u003e\",\"quote\":\"People were greeted by our friendly shopkeeper who asked what bar of Cadbury Dairy Milk they wanted and what knick-knack they were going to pay with.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Shop-Till-Graded-v2%22,%22caption%22:%22%22,%22id%22:10709,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10709%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Shop-Till-Graded-v2.jpg%22%7D\",\"blockId\":\"2fOn9n\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2fOn9n\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"Rather than telling, we showed how generous people could be.\",\"blockId\":\"1SG9iA\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-1SG9iA\"} \/-->","post_title":"The glass and a half shop","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"glass-and-a-half-shop","to_ping":"","pinged":"","post_modified":"2020-08-25 20:05:47","post_modified_gmt":"2020-08-25 19:05:47","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10706","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11493,"post_author":"3","post_date":"2017-09-04 13:47:24","post_date_gmt":"2017-09-04 12:47:24","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eSomeOne has been working alongside Argent, local residents, retailers \\u0026amp; restaurateurs to help better connect this unique central London location.\\u003c\/p\\u003e\\n\\u003cp\\u003eHundreds of interviews and research programmes have been undertaken to discover the leading themes that run through one of London\u2019s most exciting neighbourhoods.\\u003c\/p\\u003e\\n\\u003cp\\u003eGreat brands have many visual and verbal assets to call upon. Rolex, for example, has a crown icon, a word mark, a texture, a pattern, a colour system, a typographic style\u2026 this enables them to brand everything from a watch to a box to a stadium intelligently. We set out to develop this broader range of assets, for a broad range of audiences and applications.\\u003c\/p\\u003e\",\"quote\":\"A new visual and verbal branding has launched to support London\u2019s most exciting creative quarter. \",\"blockId\":\"maBwG\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-maBwG\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180820%20at%20115531%22,%22caption%22:%22%22,%22id%22:11500,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11500%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180820-at-115531.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180516%20at%20133502%22,%22caption%22:%22%22,%22id%22:11499,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11499%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180516-at-133502.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180516%20at%20133451%22,%22caption%22:%22%22,%22id%22:11498,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11498%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180516-at-133451.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180820%20at%20115601%22,%22caption%22:%22%22,%22id%22:11497,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11497%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180820-at-115601.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180516%20at%20133440%22,%22caption%22:%22%22,%22id%22:11496,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11496%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180516-at-133440.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"1SnPD6\",\"blockUniqueClass\":\"lazyblock-carousel-1SnPD6\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eVery few areas of London offer such a rich collection of things to see, eat, drink and do. It\u2019s time people start to discover what\u2019s happening at King\u2019s Cross.\u00a0\\u003c\/h4\\u003e\",\"blockId\":\"Z1eqKBs\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1eqKBs\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180516%20at%20133427%22,%22caption%22:%22%22,%22id%22:11495,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11495%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180516-at-133427.jpg%22%7D\",\"text\":\"\\u003cp\\u003eAs a place so rich in diverse offers, from Google\u2019s cutting-edge tech, to Saint Martins world-class creativity \u2014 this is a place of radical thinking mixed with international food and drink \u2014 it makes for a magnetic mix.\\u003cbr \/\\u003e\\u003cbr \/\\u003eNorth of the train station is now home to a huge array of free events that rate as some of the most compelling in the capital.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eFrom music festivals to \u2018designjunction\u2019. King\u2019s Cross hosts public events to rival almost any other part of London.\\u003c\/p\\u003e\\n\\u003cp\\u003eTo reflect this position, SomeOne has been working with the teams at King\u2019s Cross to develop a refreshed visual and verbal approach rolling out across all of the area\u2019s communications. From social media connections to a dedicated website that offers a full listing of the dozens of daily events available to the public.\\u003c\/p\\u003e\\n\\u003cp\\u003eExtensive new mapping design has been developed by SomeOne to help people better navigate this rapidly changing neighbourhood.\\u003c\/p\\u003e\",\"blockId\":\"kYM6i\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-kYM6i\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Screen%20Shot%2020180820%20at%20115652%22,%22caption%22:%22%22,%22id%22:11494,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11494%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Screen-Shot-20180820-at-115652.jpg%22%7D\",\"blockId\":\"Xt60s\",\"blockUniqueClass\":\"lazyblock-image-full-width-Xt60s\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3EThe%20new%20brand%20work%20is%20all%20hosted%20on%20SomeOne%E2%80%99s%20custom%20CloudLines%20platform.%C2%A0Doing%20away%20with%20dull,%20unread%20PDF%20guidelines%20so%20often%20deployed%20in%20branding%20programmes.%3Cbr%20\/%3E%3Cbr%20\/%3EThe%20live%20cloud-hosted%20site%20carries%20analytics%20that%20enable%C2%A0%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3Ethose%20involved%20in%20the%20branding%20to%20see%20what%20is%20being%20used,%20where%20and%20when.%C2%A0As%20is%20essential%20with%20any%20modern%20brand,%C2%A0%20it%20means%20that%20the%20elements%20used%20in%20the%20communications%20can%20be%20swiftly%20and%20seamlessly%20adapted%20to%20better%20fit%20with%20the%20audience%E2%80%99s%20needs.%3C\/p%3E%22%7D%5D\",\"blockId\":\"rn4m2\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-rn4m2\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\\u0022An overwhelming sense of individualism was found in all parts of the research. From residents who call King\u2019s Cross home, to creative retailers who are flocking there to offer more original products and services.\\u0022\",\"quotee\":\"Simon Manchipp, Founder of SomeOne\",\"blockId\":\"RJHat\",\"blockUniqueClass\":\"lazyblock-quote-full-width-RJHat\"} \/-->","post_title":"Re-branding London's most exciting neighbourhood","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"re-branding-londons-most-exciting-neighbourhood","to_ping":"","pinged":"","post_modified":"2020-08-24 14:31:47","post_modified_gmt":"2020-08-24 13:31:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11493","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","visible_on_home_page":[],"websites_to_publish":[],"hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}