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Agency of the Week: Grey Group

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Finding the flow for Lucozade

This summer, Grey London is looking to shake up the soft drinks by encouraging consumers to drink Lucozade Energy in situations beyond bone-shattering hangovers (though it really does work a treat in that regard). Grey created a new “Find Your Flow” brand positioning and strapline for the soft drink, positing it as an ally to normal, busy people who want to enjoy a full life, an idea that flies in the face of the typical energy drink category of adrenaline junkie quick hits, crashes and burns. The campaign launched last month with an eye-catching new brand identity and OOH campaign. The simple, bold and graphic approach to the iconic bottle design gives the brand an instantly-recognisable, fresh and modern feel using nine specially blended Pantone colours. August sees the campaign ramp up, with new OOH executions, a new TVC (above), radio, in-store (created by Grey Shopper), experiential (led by TRO), digital and social (created by AnalogFolk), and PR (Frank PR) activity.

Grey London is looking to shake up the soft drinks by encouraging consumers to drink Lucozade Energy in situations beyond hangovers

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The outdoor campaign boasts eye-catching activity at a number of high-footfall stations, including a complete, 21-site domination of London’s Waterloo, takeovers of Manchester Piccadilly and Liverpool Lime Street stations – including Lucozade floor decals directing commuters in and out of the station as quickly as possible, making the commute flow more easily – and a special build within the tunnels of Oxford Circus underground station. The Oxford Circus activity sees the creation of ‘flow lanes’ and ‘slow lanes’, helping Londoners find their rhythm and separating those in their flow with others who want to take their journey a little slower. Darren Wright, creative director at Grey London, said: “You can have good days when you feel on form, then you can have bad days when you don’t, the difference is energy. And that’s what Find Your Flow is all about. It’s about having the energy to get on with your everyday, to find your rhythm, to hit your stride. The TV celebrates this energy in a really tongue-in-cheek, fun way, championing everyday people in everyday scenarios. And it was just as important that the OOH had as much energy, so we worked closely with printers, using nine special pantone colours to create a campaign that really cuts through.”

Bagging Usha Fans creative duties in Delhi

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Usha International, a consumer durable brand known for its fans (of both the portable and ceiling-mounted variety), has assigned Grey Group India to handle the creative duties of Usha Fans. The account was won in a multi-agency pitch process and will be handled by the agency’s Delhi office, under the leadership of Samir Datar, Vice President and Branch Head, Grey Delhi. Bharat Kharbanda, marketing head of fans at Usha International, said: “We are very excited about this association and are confident to grow our business to new heights.” Samir Datar, VP and branch head at Grey Delhi, added: “What excited us is the fact that for consumers, fan as a category has become low involvement and consumers don’t realise the technology advancements that have been made to not just make the fans more stylish but also far superior at the benefit they are supposed to deliver.  The brief was to enhance the focus on the category and we expect the communication to take that challenge head on.” 

Launching a crowd-sourced soundtrack for Singapore

Grey Group Singapore has launched an ambitious new campaign called the “Sound of Singapore,” which uses crowd-sourced sounds of iconic Singapore sounds to create a soundtrack that reflects the lively, industrious nature of the city. Everything from the sound of a sizzling wok at a hawker centre, to the shaking of Chinese fortune sticks in a temple and even the closing of train doors at an MRT station have been combined through submissions by people from all walks of life, to create a unique and surprisingly melodious soundtrack. The final soundtrack will be released on August 6, and will be available for download on the website.

Grey Group Singapore has launched the “Sound of Singapore,” which uses crowd-sourced sounds of iconic Singapore sounds to create a soundtrack for the city

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Singapore’s popular musical duo and owners of The Flying Squirrel (a hip Japanese restaurant), Jack and Rai, are also participating in the initiative. Other partners include Gold 90.5 FM, and Lensy, a community marketplace for stock photography. If you’re a Singapore native and you wish to participate, then you’re in luck, as the soundtrack is still being constructed. Simply record your version of an iconic sound of Singapore, submit the audio or video file through the Sound of Singapore website and then spread the word or explore the sounds submitted by others. Ali Shabaz, chief creative officer of Grey Group Singapore, said: “The Sound of Singapore is an initiative in celebration of Singapore’s Golden Jubilee; it allows people to showcase their impression of what Singapore sounds like. It’s an incredible achievement that a final soundtrack will be produced and it will allow people to reminisce about Singapore and its one-of-a-kind sounds.”

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