Lateral has created a fun but smart email/letter generating tool for the RSPCA as their latest weapon of mass awareness, that will alert the UK Prime Minister of the growing support of the new Animal Welfare Bill (AWB). The RSPCA support the new Animal Welfare Bill, which is designed to prevent animal suffering before it starts. If the AWB becomes law, whenever you buy a pet, it will have to come with all the information you need to look after it properly. Lateral have developed a light-hearted, fun-to-use and extremely effective email / letter-generating tool, which pre-populates the user’s email client with an individual, “personalized” message, already addressed to the Prime Minister. Said Su Sareen, Creative Director of Lateral explains:“Users simply build up their personal messages by selecting different options from a whole series of drop-down menus. They can then preview their letter already entered into their own email client. They can edit, or simply add their name and press send. The multitude of choices and the fact that each email will come from a supporter’s own email account should ensure that each email / letter will be taken seriously”.
Levi’s brand continues to evolve on the Web. On February 18th the spring web site, designed by Lateral, will be launched, with a new section dedicated to the new Levi’s� 501� Jeans with Anti-Fit campaign which works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore). Within this section, a great example of through-the-line integration, is Levi’s� vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign – a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs (check it out here). Jon Bains, Chairman of Lateral said:“We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi’s� Europe to build and develop relationships with its users.”
To learn more about Levi’s online strategies, you can also read a recent interview I did with Helene Venge, Digital Marketing Manager for Levi’s� Europe.
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