Small, mischievous Irish bookie entering a very competitive market.
Sport is run by the elite, for the elite.
Paddy Power the bookie on the side of the punter: So we gave the punter a voice with “We Hear You”.
Paddy Power's profit grew 20% in 2 years. Its social media presence went from 32K followers on Facebook in 2012 to 1.3M in 2014 and from 55K to 538K on Twitter.
WHAT IS CREATIVITY?
Let’s start thinking about creativity in its broadest sense.
Let’s stop thinking about creative as a product or a department.
We begin by identifying the ‘real’ problem and then applying creativity to solve it.
Get a bunch of diverse minds to think upstream and see what happens.
Creativity is flexible, collaborative
It is cool, exciting and powerful.
It is the solution that will transform business fortunes.
And it’s the most fun you can have with your clothes on.
Not wanting to get all over dramatic,
but creativity is the cure.
AD OF THE DECADE
A perception that Turkish Airlines is a small local carrier, flying only to Turkey. Low Brand Awareness, low brand trust.
Turkish Airlines fly to more countries than any other airline.
Combine the use of some major sports talent with a cultural phenomenon – the selfie - and celebrate the huge variety of destinations on offer.
YouTube ad of the decade. 141 million views. On target to be the world’s largest airline by 2023.
JUST DANCE 3 - AUTODANCE
Just Dance 2 had been a big success - our task for Just Dance 3 was to recruit new users from outside of the existing community of dancers and gamers.
No matter who you are, everyone has a dancer inside them.
We created the iconic Autodance
app that proved that “Anyone Can
8 million app downloads and 43 million
user-generated videos. Just Dance 3
became the best selling game
As awareness was growing, we wanted
to begin to build a brand and imbue
‘widen your world” with meaning
The best way to experience a country’s culture is through its food.
Reframe the variety of destinations on
offer as flavours on offer and continue
the narrative of major sports stars
racing around the world to experience
3 point increase in Brand Awareness
over 6 months of 2014, 62 million
views, over 400 entries to the
Turkish Airlines are unlocking growth
in Africa, having doubled their seat
capacity to over 70k in 4 years. They
wanted to build awareness of their
Africa will be the most important
geographic part of the world in the
next 100 years but is still currently
A film that challenges those cultural perceptions of Africa and celebrates a continent in flight showing its beauty, diversity and modernity.
Over 8 million views on YouTube.
EPIC POOL DUNK
Turkish Airlines have a huge love and passion for Basketball and they want their sponsorship of Euroleague to be seen as much more than a sponsorship.
Turkish Airlines have a true love for
Basketball as it the fastest, most
progressive ball sport and therefore
this is not just a badge sponsorship.
Celebrate the passion of basketball fans by joining the amazing craze of ‘pool dunk’ videos on YouTube and take them to the next level with pro players.
Over 3 million views on YouTube.
THE OBVIOUS CHOICE
Disrupt the sea of sameness in the online hotel booking category.
As far as booking a hotel online goes, there are not many providers that do what they say on the tin like Hotels.com!
“Hotels.com. The obvious choice.”
Launch week 20% increase in site visits, 30% of value from new customers vs. 26% previous month (new customer value up 15% week-on-week).
BALL OF SHAME
Betting offers had become boring
Football is a circus of bad behaviour. But
that’s largely why the punters love it.
A new offer format that was based around players’ bad behaviour on and off the pitch.
The Premier League season 2013/14 saw turnover +21%, unique customers +16% and first time stakers +33% versus the 2012/13 season.
Grow an established brand in an established category.
The core truth of the product is the tender chocolate melting even the hardest of souls.
"Dare to be tender". A truly tender experience in a toxic world.
Consistent double digit growth over
the four years the work ran.
We are not just another advertising
agency, we are CP+B. We are
independent idea creators that are
not limited to commercials, prints
or radio spots.
We believe that every idea finds
their own medium. This can be a
commercial, but also a product,
collaboration or stunt. As long
as it solves our clients problem.
We do not hire people because they
are the just like the others, we hire
them because they are one of a kind,
just like we are.
We are a small group of people that
having fun in the work we do, because
we’re doing the things we love. Yes
we are a bit crazy, we even have a
Why should you be one of us? Pitch us! in a 15 second snapchat story @CPB_London
DO DON’T SAY
In this day and age the best is work that socialises, so we bring your brand truth to life and show it in action.
ALWAYS WORKING FRESHER
We are grown up and entrepreneurial and we use a highly collaborative open-source way of working.
TO THINK - TO MAKE - TO DO
We pride ourself on our creative
enthusiasm, we love solving
problems. But we also make our own
products and do stuff beyond the
call of duty.
CREATIVITY IS THE CURE
We identify your problem and then create the best team. And the right people to solve it in the most impactful and effective way possible.
One of the things you will notice about our logo is the ‘elephant.’
It originates from the states way back in the late 1800’s.
The story goes, when they brought
the circus to town, instead of paying for
expensive advertising, they would
literally walk one of the elephants
through town to create buzz
Of course everyone went crazy.
It is so relevant to the way brands must think in this modern era of social impact.
It’s a simple technique that inspires us with all of our clients: we start by finding a brand truth, and then we turn that brand truth into action and literally walk an elephant through town.
Microsoft was seen to have dismissed hardcore gamers in its bid to own the family living room with Xbox One.
Xbox One is the ultimate
Challenged hardcore gamers to decode the 1 second glitch in our global TVC with layers of embedded tasks.
7.9m social media impressions, 383 news reports, 230k YouTube video views, for every £1 spent: £5.6 million returned in media value.
32 York Way, London N1 4AP
If you are coming by train or tube, we are right next to King's Cross station just come out of the station and turn left, the first road you hit is York Way.
We are about 100 meters up on the right, just after Costa Coffee.
WARNING: If you put the postcode into a sat nav, unfortunately you will get sent to the very top end of the York Way, right up near Camden.
It’s annoying but now you know.
FOR NEW BUSINESS
Contact Richard @ RPinder@cpbgroup.com