As ‘The ClaimBrains’ are a new company every element of this campaign had to be created from scratch from company name through to advertising campaign. In an already competitive market with a company that shares similar services as its competitors, the team at onebestway were tasked with creating something that would make them stand out in that market. One differentiator for ‘The ClaimBrains’ is that unlike some businesses of that type all claims are kept within one team and not passed to 3rd parties. Having established a key marketing word of ‘Expert’ It was decided for that reason that a series of characters should be created that reflect different expertise within the business itself ie. doctor, mechanic, physiotherapist etc. and every aspect of the marketing and business development would be fundamentally influenced by this character branding.
After establishing a brand name, guidelines and the characters themselves came the task of raising brand awareness and direct marketing. Along with street art, facebook profiles, printed promotional material and a flash website with full SEO (Search Engine Optimisation) a radio and television campaign had to be created. ht media were tasked with working alongside onebestway and getting into the minds of ‘The ClaimBrains’ and create a series of four radio ad’s and animate four television adverts together with scriptwriter Debbie Owen (The Bill, Casualty). To stand out these ad’s had to be quite viral in nature not focusing on the tiresome sales messages in typical adverts. The purpose of these ad’s is to drive people to the website or make them pick up a phone to text or call through humour and clear non clichéd messages. To fit in with the style of the characters (who have no mouths) we decided that it should be narrated by a slightly disapproving unseen character who acts as a facilitator for the characters (similar to ‘trumpton’ ‘camberwick green’ or ‘pigeon street’). The characters themselves were animated with movement parameters that we set out at the start that would best compliment the simple nature of the characters and the ‘ClaimBrains’ world.
Watch out there’s more to come
