DCH Blog

Nielsen has measured and analysed every FMCG ad that has been on TV in 2011, to gauge how effective and engaging they are.

The survey, published in The Grocer (17.12.11), judges memorability of the ad and brand recall.

Bearing in mind there are 1000s of ads produced a year, our James May campaign for London Pride fared pretty well as the 58th best ad of 2011.

We’ve made it onto the Campaign New Business Rankings this week.

A couple of agencies including Saatchi and Saatchi, HMDG, Partners Andrews Aldridge and Albion, won’t be happy, as they’ve now slipped out of the rankings altogether.

Even more frustrating for them, as this happens to be the last edition of the year.

Our new Christmas campaign for Saint Agur is now live.

The campaign includes an advertorial in The BBC Good Food Guide and back page adverts in Good Food and Delicious (a nice bit of media planning and buying from Paul and Ceri, which look great) as well as broadsheet Sunday supplements.

We’re sponsoring goodfood.com recipe pages and their eNewsletter.  We’re also running a competition to win a hamper of goodies – sorry, you know the rules, DCHers can’t enter…

The campaign targets Stilton eaters and aims to convince them to try a new blue this Christmas.  So, when you’re shopping for your cheese board over the festive period, stick a wedge of Saint Agur in your trolley… so to speak.

DCH has been appointed by ULN UK to work on its Saint Agur cheese brand. The agency will provide creative and media support for the brand and has been briefed to develop a Christmas advertising campaign.

ULN UK, who previously worked with Publicis, is the French cheese giant, Bongrain's, British subsidiary. Set up in 1985 its presence has grown rapidly and ULN is now one of the top continental cheese suppliers in the UK.

ULN UK owns four core brands that have a strong retail presence in the continental cheese market: Saint Agur, Cœur de Lion, Le Rustique and Caprice des Dieux.

DCH will manage communications for the Saint Agur range, including the traditional wedge format, Saint Agur Crème and Saint Agur Délice.

DCH has initially been tasked with developing a Christmas campaign to target current blue cheese eaters to switch to Saint Agur.

Work for 2012 will focus on increasing penetration and driving frequency of the brand.

The Fiat Group has consolidated its £15 million UK Chrysler and Alfa Romeo advertising business into DCH.

DCH picked up the work without a pitch, and will now oversee all of the car company’s integrated advertising, creating campaigns to promote both existing models and new launches.

For the full article visit Campaign’s website here.

Jez and Ian picked up the Cream London 2011 award for the low budget category last week, for our work with the Welsh Assembly.

Our ‘Doppelgangers’ film for Travel Behaviour Code, beat a list of contenders to take the number one prize.

Jez, Ian and David at the ceremony…

See the film here, if you haven’t already.

We also received a commendation for best use of copy for our London Pride 48 Sheet; which was placed outside the L’Oreal HQ in Hammersmith.  L’Oreal seemed to be a little upset with our headline, the judges at Cream 2011 obviously disagreed.

Can you guess what it is? No need for a postcard, just comment below…

Our new Chrysler Delta campaign focuses on space; something for which Chrysler is already famous.

The Grand Voyager has offered luxurious space for decades, but now Chrysler has made this luxury available to more people by introducing the Delta, a family car with the kind of space and features that you might expect to find on something far larger.

The activity will run across TV, press, outdoor and direct mail, from September.

As well as an integrated campaign to launch the first MG to roll off the Longbridge production lines for 16 years, DCH was tasked with producing a brand film to relaunch the iconic brand in the UK.

The film tells the story of the long standing love many people have had for the brand; from the people who built the cars to the people who drove them. Eighty five years of heritage that was nearly lost. Eighty five years of design and engineering heritage now supported by the might of the largest manufacturing nation in the world; China.

The film aims to reignite the love people had for the brand and demonstrate the commitment its Chinese owners have for its future.

In 2010 Jurys Inn asked DCH to support their digital direct marketing. Their current eDM programme was failing to achieve the open rates or the level of conversion they needed, while the brand required more stand out in what is an increasingly competitive market. In the tough economic climate, we were tasked to improve their results, to make their creative work harder, and more importantly, to drive an increase in revenue.

We developed a full eDM program covering data management, creative and production. The project kicked off with a new database and a full content plan based on fortnightly deployments. This was followed by a redesign of their existing email templates.

Drawing on over a decade of experience, we were able to ensure each design was not only cohesive with the Jurys Inn website and Facebook page, but also optimised to dramatically improve delivery and clickthru rates. Finally, we utilised our own, bespoke in-house production system with full end-to-end testing to ensure emails were delivered across all email hosts without being spammed.

The main aim of the eCRM campaign was to deliver against the brand proposition: exceptional value, exceptional hotels. This was realised by the creation of fortnightly deployments that alternated between a monthly newsletter offering hotel insights and local recommendations; and monthly tactical emails with various offers to galvanise the value message.

On average, over the first eight deployments, Jurys Inn received an impressive 2.5-fold increase in revenue. Delivery rates have increased to 99.9% and the conversion rate has more than doubled.

In order to continue building on this success, we are improving targeting through post-deployment campaign reporting and adopting a test and learn strategy, which includes testing creative, copy length, time of deployment, day of deployment and subject lines. In addition, we are looking to drive database growth using ‘recommend a friend’ campaigns, Facebook advertising and competitions, as well as looking to re-engage lapsed customers using discount codes.

The brand is well and truly back. The MG advertising campaign broke at the weekend and judging by the comments on several forums, the ad has been very well received, as has the fact that MG is back in the UK market.

Designed and engineered in the UK, the MG6 is the first in a new line of MGs to roll off the factory line in Longbridge. And we’re all very proud, at DCH, to be a part of the re-launch of such an iconic brand.

The campaign is also a great showcase for DCH’s integrated offering, through TV, press, outdoor, radio, online, eDM, dealer comms, PR and social media, we’re able to not only guide the dialogue between the brand and customer but also track and measure the results at every stage.

The objective of the campaign is to reignite the love the nation has for the brand and convey the long term goal the Chinese owners have for the business. But ultimately, it’s about shifting metal.

It really is time to fall in love again.

View the TV Advert