Bringing brands to life
From re-launching a mineral water brand after 200 years to re-defining private banking – here’s how our brand & proposition development techniques have worked for some of the UK’s biggest names.
Repositioning increases membership to the UK’s oldest holiday Club
See how our approach delivered the results
Results
Increased new membership by 12% year on year
Our Strategy included:
- Strategic repositioning
- Brand development
- Proposition development
- Direct mail
- Customer relationship management
- Campaign analysis
Project Objective
Make the Club more attractive to new members, improve retention rates and strengthen its position within the outdoors and camping industry.
What we did
The Camping and Caravanning Club is one of the UK’s oldest travel and leisure brands in the UK. Although it’s loved, owned and run by its 400,000+ members – and has always prided itself on a pioneering approach – its marketing communications were starting to look rather tired. More importantly, this was starting to affect its membership base.
It needed to widen its appeal beyond those who are only interested in camping – and reach out to families and individuals who want to lead a healthier lifestyle outdoors. The Black Hole worked with the Club to understand the values of its members and helped re-position the Club as an organisation whose aim is to help people share the great outdoors. After all, it made sense as more people than ever are exploring all the beautiful places this country has to offer.
The Black Hole team then went on to develop a new proposition and visual identity with wider appeal to successfully recruit a younger family audience. This was implemented across its entire communications mix, online and off. We also created a 3D membership pack – in the shape and size of a portable BBQ, for maximum impact. This contained all their newly revitalized membership perks to enjoy with their family.
Opening up new opportunities drives more sales all-year-round
See how we delivered the results
Results
More customers now traveling with Crystal at different times of year.
Our Strategy included:
- Brand and proposition development workshops
- Logo design and visual identity
- Brand and tone of voice books
- Direct mail campaign
- Promotional advertising
- Press advertising
- Internal promotional film and launch
Project Objective
To consolidate a varied and extensive product portfolio with many different target audiences – and to evolve Crystal from just another tour operator to the No.1 experience provider in the UK.
What we did
The challenge was to get more people to choose different types of Crystal Holidays, more often. So after running a series of brand workshops at the client’s headquarters, we tapped into what people really wanted more from their holidays. As a result we helped Crystal move away from being a holiday provider to offering all-year-round invigorating experiences for everyone.
With a clear proposition, the next task was to change customer perceptions of Crystal Holidays. So we made sure invigoration was at the heart of every experience and every piece of Crystal communication. After all, you should feel just as invigorated walking in the European lakes as skiing in the Alps. By making the experience consistent, chances are they would be more likely to try something new in the future.
We then brought the feeling of invigoration to life across everything from brochures to ski wear – and launched an integrated campaign, including press advertising, direct mail campaigns, online advertising, radio, customer magazine and film. And to maintain consistency, we also created new Brand Guidelines to the Customer Value Proposition Document and Tone of Voice workshops.
Compelling re-branding drives customers to Handelsbanken
See how we delivered the results
Results
The new brand identity was so well received; the client also applied it to their corporate banking business.
Successful brand identity applied to corporate banking
Our Strategy included:
- Proposition development
- Brand identity
- Copywriting and creative design
- Logo design
- Marketing point of sale
- Banking collateral
Project objective
Launch Sweden’s biggest bank into the UK and achieve sales targets for each branch.
What we did
Handelsbanken wanted to offer their personal banking service to a wider customer base. And as no one knew about them in the UK… we used this to our advantage and built the brand using all the positive, natural attributes perceived of Skandinavian products, services and people.
The launch of the bank was timely. Customers felt that service levels in banking had deteriorated and wanted to know their account manager understood their account and their needs. So the creative was built around the concept of natural structures to convey the bank’s new proposition of “Banking, as it should be”.
To create standout in a commodity industry, The Black Hole developed a clear proposition and positioning for Handelsbanken, along with a distinctive brand style. We carried this through to all elements of their marketing and sales materials, from application packs to product brochures. We also sourced highly targeted lists of the individuals Handelsbanken wanted to recruit as customers.
