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portfolio – Good Eggs – Creative Agency

Category: portfolio

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RailOnline

Bet Trainline wish they could say that…

Rail Online came to us with a big, bold ambition; to take on Trainline and become the go-to booking destination for rail travellers in the UK.

Combining primary research, secondary research and a workshop with the Rail Online team, we developed a three-pronged strategy that:

1 – Leveraged increasing rail fares and the cost of living crisis to focus on no booking fee as our lead message (something Trainline couldn’t offer)

2 – Focussed our campaign spend on key regions with high propensity to book, lower cost of media and lower competitor share of voice (to outsmart, not outspend Trainline)

3 – Captured travellers at the point of booking to offer a cheaper and better alternative (pipping Trainline at the ticket office)

We knew this strategic approach also required a distinct look and feel, and a challenger message that was fun and provocative but grounded in an actual product truth:

NO BOOKING FEES ON ALL UK FARES

(bet Trainline wish they could say that…)

Targeting younger, value conscious rail travellers in the NW of England, we used smart digital media, key rail station activation and proven journey media to intercept travellers at the point of booking, showing them there was a better way to travel.

We monitored campaign performance across two test regions, unweighting spend into the best performing region and channels as the campaign progressed.

The campaign ran for six weeks and generated some fantastic, Trainline beating results including:

“It was a pleasure working with you all this year. I’m so glad we approached you guys and it was great to launch our first hugely successful UK campaign with The Good Eggs”

James Dunne, Rail Online CEO
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1% for the planet

We've joined 1% for the planet

We’re thrilled to now be a business member of 1% for the planet®. It’s fundamentally very simple: moving forward, 1% of our sales revenue will go directly towards supporting initiatives fighting climate change. 

It’s not revelatory to say that climate change is something that needs a collective response and a global response – and that no one person or group of people can crack it alone. 1% for the planet® is a great example of how if everyone committed and pushed in the same direction in a manageable way, then we could drive change that’d be both exhilarating and generationally defining.

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It’s a source of real pride to us that a lot of our clients – like the wonderful folks at Triodos Bank, Riverford Organic Farmers and Action Net Zero – so directly make such a positive impact in this realm. Equally, it’s a joy to partner brands like Bradfords Building Supplies, who offer strong leadership on this agenda through the very focussed lens of the work they do day in day out.
 
But this one’s about us – our business, and our values – which is why we’re so chuffed to have joined the movement.

TOTAL BUSINESS MEMBERS:

4,815

from 60 countries

TOTAL INDIVIDUAL MEMBERS:

1,245

from 50 countries

TOTAL APPROVED NONPROFIT PARTNERS:

5,082

from 90 countries

TOTAL CERTIFIED GIVING

360M

(USD) 2002–2021:

Of course, there are practically limitless things that can be done, and everyone has to do what feels right for them. That said, we couldn’t recommend 1% for the planet® enough; the projects you support are vetted and brilliant (so you know your money’s working really hard), the company you keep brand-wise is phenomenal, and the process of joining is simple and easy. 

Find out more
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GB Liners

GB Liners

Brand re-fresh, including new look & feel, revamped customer comms, brochureware, and web redesign

The brief: 

GB Liners is a fourth generation family business, providing removal, storage and logistics services across the UK and Europe. The business had grown significantly in recent years but there was a strong feeling the brand had failed to keep pace. Worse still, the brand was actually betraying the quality of the product, people and service offering that was second to none.

The solution:

We created a new proposition for GB Liners based on the simple truth that what people care about most when moving home of office is that someone will take as much care with their belongings as they would their own:

 

YOUR HOME IS PRECIOUS.
WE’LL TAKE CARE OF IT.

 

This gave rise to beautiful, simple and differentiated look and feel that came to life across every aspect of the business.

We created a miniaturised brand world for GB Liners to bring to life the care and attention they pay to every move,
home or business, big or small

We reskinned their website to ensure their ‘shop window’ properly reflected the strength and quality of the brand

The result:

GB Liners’ business growth (across all service-lines) has been exponential:

2021 to 2022 saw the business achieve a record 243% increase in profit

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Action Net Zero

Action Net Zero

Action Net Zero, a CIC, came to us looking to launch their brand aimed at helping consumers and businesses better contribute to a net zero future by 2030. Faced with a lots of different barriers to action (perceived complexity, cost, doubts over the ability to one person or business to make a difference), we needed to develop a simple, compelling and intuitive brand.

We started with a clear and compelling brand proposition that went on to inform every aspect of the brand from core identity, look and feel, tone of voice and brand guidelines:

We created an intuitive and responsive website, ensuring the navigation was clear based on audience (consumer or business) and category (food, waste, energy, transport, nature):

We developed easy-to-use guides, tools, tutorials and company finders to help people make well informed and easy decisions to act. We also created a suite of comms material across social media, partner media, ATL advertising (OOH and radio) and eDMs to drive people online.

Results

Over 6m target consumers reached in first year

Over 100k website engagements

Over 5k unique actions taken 

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Riverford Organic Farmers

Riverford Organic Farmers​

In a fast-growing and fiercely competitive veg box category, Riverford faced a challenge;

Despite being the true pioneers of the organic veg movement in the UK, they were being caught up and imitated – thanks in no small part to the pandemic which had turbo-charged both demand and competition.

Riverford came to us wanting a big idea; something that would give their comms a centre of gravity and drive both relevance and distinction among food, health and ethically minded consumers.

We quickly realised that the answer lay in holding up a mirror to what they’ve been doing for decades:

This idea perfectly captured Riverford’s point of difference as a company who believe in the power of veg as a vehicle for real change. We developed lead campaign messages, based on consumer insight, that brought the Veg Revolution to life:

Armed with these lead messages we set about bringing them to life across multiple touchpoints:

We developed a hard-working, through-the-line campaign built to deliver new customer acquisition:

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In tandem to this, we leveraged Riverford’s owned touchpoints to engage loyal customers:

Results

The campaign is currently live and we’re tracking a variety of different metrics to gauge success:

  • Awareness & consideration through YouGov
  • Media performance metrics vs previous campaigns and industry benchmarks
  • Sales and profit performance 
  • Loyalty and retention metrics 
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Department of Health

Department of Health

The Challenge​

Raise awareness of the dangers of smoking to inspire family members in the South West to quit.

The Insights

1 in 2 smokers will die early due to smoking

British Medical Journal

‘Hard hitting’ imagery no longer cuts through

Nielsen

Family is the strongest trigger for a South West audience

The Proposition

All the things you’ll never experience.

The Results​

Be There Tomorrow delivered significant shifts in awareness of the dangers of tobacco among smokers and non-smokers in the South West, with 215,000 more people now aware that smoking kills half of all smokers early. 480,000 smokers recalled seeing, hearing or reading about the campaign. 1 in 3 smokers among our key target audience of smokers with young families took a positive step towards quitting.

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Recalled the campaign

1 in 3

Families took a positive step towards quitting

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