While we were tidying up these files to post, we came up with another idea on the same proposition.

And since you can never have too many ideas for white teeth, spacious cars or stain removal, here it is:

]]> http://johnandtsieske.wordpress.com/2009/04/30/butlins/feed/ 0 johnandtsieske Extra_jeans Extra_shoes waiter protest interrogation birthday http://johnandtsieske.wordpress.com/2008/10/31/smart-investor/ http://johnandtsieske.wordpress.com/2008/10/31/smart-investor/#comments Fri, 31 Oct 2008 11:30:24 +0000 johnandtsieske http://johnandtsieske.wordpress.com/?p=378 ]]> This was targeted at young mothers. It came from the insight that most of them had already decided they ought to learn first aid; they just hadn’t gotten round to it yet.

The Department of Health was a little leery about running it, but our target market – 15-25 year-old males who had received years of sex ed – admitted they had nobody to blame but themselves if they got an STD, so the harsh tone resonated with them.

BRW is kind of like an Australian Economist, but:

(a) More parochial

(b) More purely business-focused

(c) Not as good

Everybody read it; very few people subscribed. The original strategy was all about how subscribing would lead to a steady accretion of knowledge that would give you the edge over the competition.

Rubbish, we said. It’s about fear. It’s about not wanting to miss an issue.

Click on the thumbnails below to see how we could have taken it further, given the chance.

And another way of executing the same brief:

]]> http://johnandtsieske.wordpress.com/2008/05/06/extra-superwhite-tooth-whitening-chewing-gum/feed/ 0 johnandtsieske Beer brushing restaurant Ear nose Teeth http://johnandtsieske.wordpress.com/2008/05/06/st-johns-childrens-first-aid-courses/ http://johnandtsieske.wordpress.com/2008/05/06/st-johns-childrens-first-aid-courses/#comments Tue, 06 May 2008 20:43:44 +0000 johnandtsieske http://johnandtsieske.wordpress.com/?p=18 ]]>

Banner ad (original animates to open fridge door) Click through to site here

Amex card holders could get discounts on selected restaurant meals throughout summer.

Not very exciting in itself, but we gave it an edge by framing special rates as an excuse to “Escape the Kitchen” via a secret exit. The site is live here.