Appetite Creative Solutions

A short flavour of the recent gamification, web apps and connected packaging we have produced.

IPONWEB launched The MediaGrid as an antidote to many disruptions in the programmatic landscape. Purpose-built for agency buyers and premium publishers operating in a new era of programmatic, The MediaGrid creates an open environment that brings buyers and sellers closer together and empowers both sides with powerful supply curation and management tools to drive greater trading efficiency, performance, and value in programmatic. The problem with such innovation is often not the product itself. It is that many businesses simply don’t know or understand how they may benefit from using it, and this is where Appetite Creative Soulutions were called in to bring the product to life through visualization and innovative engagement.

Appetite Creative Soulutions created a 90 second explainer video to present both the technical capabilities and business value of The MediaGrid in a visually appealing way. The video is exciting, interesting, and straightforward; helped by harnessing attractive visuals and delivering a clear message to grab the audience’s attention quickly. Moreover, it does all of that in just a few seconds.

They needed to create a brand which would comminucate to their three audiences, Customers, Investors and Collaborators. They were looking for a branding project which would help them form a common understanding within their founders group, as well as forge an identity and the culture that espouses their objectives.

We created a logo which worked with the key pieces Xynon wanted to communicate Accuracy, Reliability, Transparency, Flexibility, Deep Technology, Understanding, one of their comments “we want this brand to identify with the sight of a hypertrophic cat floating on The Tyrrhenian Sea” - So we knew we had to use blue somewhere ;) We chose a font which was both professional but also futuristic and would work at all sizes. The brand is a tech-focused one so we chose images which reflected that and also added a touch of interesting animations to bring the page to life. There is no physical product so it is something we had to gain users confidence through trust in the professionalism and design of the website itself and branding.

Pandora needed a unique way to engage their customers over the Christmas period. We needed to market Pandora’s products as gifts over Christmas, to both male and female audiences. Whereas the typical Facebook and Instagram feed is overwhelmed with marketing promotions, Whatsapp engagement is still very underused by brands.

We innovated by being the first global agency in the world to enable Whatsapp sharing in a banner ad. As well as creating a Liquid Desktop Skin and a Mobile Interscroller individually for both female and male audiences, we built creative units which enabled us to incorporate Whatsapp into the campaign. The user could click on the Whatsapp icon and opt to share the product with a contact or send a message directly to the brand, increasing direct engagement between the brand and audience. The innovative campaign also included a Christmas countdown timer and separate creative messages for men and women.

Emmi wanted to be one of the first on the market to engage with consumers digitally, whilst also educating their key audience about the benefits of their range and their new Emmi good day milk drink.To launch the Emmi good day milk drink, we created an interactive online quiz that would educate customers on the benefits of Emmi’s products. Customers could enter the quiz by using their mobile phones to scan a unique, one-time-use QR code located on the side panel of the Tetra Prisma® Aseptic 1000 Square packages of the Emmi ‘good day’ milk products. Upon scanning, customers were shown a graphic that indicated the total hours of sunshine in their current location that day.Each pack has a unique QR code, giving Emmi access to an array of information including which variety from the range was scanned and time and location of the scan, helping facilitate additional customer data collection. The one-time-use QR code helped Emmi engage with individual customers with a view to understanding them better and provide some indication of proof of purchase. The quiz itself featured a roulette style wheel which, when tapped, would allocate the user one of 50 possible questions. Once 3 questions were answered, the user had the ability to enter into a prize draw to win an Apple watch, with a winner randomly selected every two days.Our interactive quiz solution proved particularly effective for user engagement, while the data collection solution we created was integrated into the company’s cloud system.

The challenge was to design and build a new website with new vision. As a company that provides highly technical services, the website needed a logical and navigable structure to clearly communicate key messages. Equally, the global scope of Anyclip as a company demanded a website that would engage people across a variety of markets.

We delivered a totally refreshed site with an easy-to-use backend, meaning the new site could be updated constantly. An improved organic reputation alongside SEO management meant that traffic to the Anyclip website was greatly increased.

In business terms, Anyclip saw a notable increase in the opportunities pipeline as well as a material increase the number of investor meetings they had. Anyclip now goes from strength to strength, with the new website helping to drive reputation and effect.

“Working with Appetite to create a destination and content that resonated and with the likes of LeadForensics to understand unregistered traffic more, a material difference was delivered. Ad tech has struggled with its reputation in an overcrowded and increasingly inefficient market place, one where intermediaries are immediately mistrusted. Jenny’s team overcame a lot of issues faced by the business - non-domestic mistrust, intermediary mistrust, network legacy mistrust. The industry has been burned by players who have tainted everyone and sadly it takes a lot of work to address this - the first step being to pin-point the message the shop window gives.”

Adam Hopkinson,
Managing Director of Anyclip

Evolving in a fiercely competitive global market including other big players like 888Holdings, GVC Holdings, William Hill and many others, Unibet faced the challenge of differentiating their service from the rest.

Their objectives were to increase awareness and to drive their mobile application downloads. They wanted our help in creating a marketing strategy that would allow them to attain their objectives. 

Our strategy was to drive Unibet to interact more with the world of football, their largest betting audience. Therefore, we designed for them an interactive and dynamic mobile game where we put the user in the heart of the action, mimicking football gameplay.

Our interactive and dynamic mobile game ran in rich media versions for 7 different languages: English, Belgian French, Belgian Dutch, Romanian, Norwegian, Danish and Swedish. All the versions had a different API integration for the prize.

You can see the gameplay here in which the challenge is to not let the ball touch the ground.

In more recent times Tetra Pak has been more focused than ever on their environmental impact and its sustainability work has gained merited recognition since, with such acclaims as the Swedish Forest Industries Climate Award for assuming global responsibility for the forests which provide its raw material.
Tetra Pak wanted to inform others of this and came to us with an eco-themed idea to build a fun mobile quiz which tests the user’s knowledge about recycling and Tetra Pak’s environmental impact.
We came up with a design that looked like it was made out of recycled paper, just as Tetra Pak do with their own products. We matched a colour palette and created a pastel and overall organic-style which, when mixed with our trademark animated elements and ease of use, made the entire experience fun, engaging, and effective.
The interactive quiz had two levels - an easier one which was kid-friendly and a trickier one for adults. The aim was to add more trees to the forest, and so, whenever the player would answer a question correctly, he or she would see a tree growing. If all of the questions were answered correctly, the forest would grow and the number of trees grown, in total, would represent the user’s score. Quiz demonstration: https://youtu.be/IA1ZgvrDoNs

As has come to be expected from Appetite, we didn’t only deliver design, functionality, and innovation, we also delivered results: the average length of the quiz session was 2 minutes and 49 seconds, the players raised 750 trees together and answered 19 000 questions in total.

With the release of the animated film Hotel Transylvania 3: Summer Vacation, Sony Pictures Animation needed an innovative way to reach and engage their audience to promote their summer blockbuster. Appetite Creative was tasked with designing from scratch, building, and testing a fully responsive unit that would reach at least one million users. We designed and created a candy crush style game in which users would match up characters from the film. We added the video trailer and ticket buying options and three levels of fast-paced, gorgeous gameplay. Each of the three levels would hold a new set of four characters for users to match horizontally or vertically. To increase excitement users were against the clock, each level had only 30 seconds to reach the minimum score or replay that level. We had no prize to offer, so instead users were motivated through the game experience by the design itself and motivated to proceed to the next level and collect the themed bats. We tripled the target reach in the lead up to the national premiere, and had thousands of users playing the game, interacting with the brand and watching the trailer. We hit an astonishing engagement rate of 13% on mobile and 5% overall. Due to Canadian law requires that advertising to children must be user activated, so users had to first interact with the MPU banners before they could start playing the game. Our biggest KPI was engagement time, we achieved a huge average dwell rate of 4 minutes and the longest session played was 9 minutes! 40% of users watched 100% of the trailer!

Vodafone X has teamed up with Appetite Creative and OMD to offer the chance to win a brand new iPhone. On Wednesday, 6 June, 2018, Vodafone X hid a brand new iPhone somewhere in Dundrum Town Centre as part of a public treasure hunt. There was no dog-eared map with an X marking the spot with this one though: the clever heads at Appetite Creative Solutions made it 100% digital and completely via smartphone

Here’s how it worked. You show up at the Vodafone Store at 1pm. Once there, whip out your phone and scan QR code and you have your first clue. You’re off and running from there. Each code you scan will lead you to the next spot. If you do it right, you should end up back in the store after visiting three locations. The fastest time on the day wins.

The campaign had 73 participants running around town and one lucky winner with a gleaming new iPhone. 411 Instagram likes, 61 Facebook likes along with a huge message thread as well as almost 300 article covering it means that we are already in the process of setting up the next series of treasure hunts. Keep an eye out in case they come to you!

Gaelic Athletic Association is the largest sporting organization in Ireland. Founded in 1884 by highly spirited Irishmen that realized the need to establish an organization to make athletics accessible as it was once played solely by aristocrats during that time.

GAA promotes hurling, handball and football. It also promotes Irish music, song and dance to enrich its cultural heritage. Today, GAA has over 2,200 clubs in all 32 counties of Ireland. GAA collaborated with Shazam, Electric Media and Appetite Creative to create an entertaining mobile experience. Users could Shazam the TV ad and enter the branded mobile experience. Mobile users can take then a selfie, choose their county and a flag with their chosen crest and phrase will appear. Users also had the option of a fan cap with which they can adjust to different sizes and move around. Users can share the selfie on Facebook or Twitter for a chance to win 2 tickets to the Irish Football Final. Impactful and intelligent selected Rich Media formats make customers consider new products and help brands to stay the leaders in rapidly changing competitive markets.

Interaction rate within the app: 4.65% that is by 8 times higher than the benchmark 0.61%

Users shared their selfies: 31% (Facebook) and 59% (Twitter).

After partnering up with The Independent we wanted to create an advent calendar which would offer users the opportunity to win a different prize, offered by a different advertiser each and every day. The challenge was to be able to find enough advertisers to participate and to give an offer for each door and make it compelling enough so users would come back and enter the competitions every day! In addition, each advertiser only had 24 hours available to them before it became the next advertisers turn.

We were able to fully generate and automate a smart calendar system, capable of organising and identifying different dates and associated events across all devices and environments.

We built solid code that worked cross-platform. An ambitious campaign that stood up to everything that we could think to ask.  A triumph of ambition, development, creativity, and execution.

An outstanding 40.73% CTR on all screens (mobile and desktop), over 200 times the benchmark. Average dwell time was almost four minutes!

For this full page digital ad displayed on Mummy Pages, a leading brand-safe mum’s website in UK and Ireland, Cadbury's collaborated Sheology and Appetite Creative to produce a 'liquid skin', an interactive scrolling ad.

The ad transformed the article into an interactive experience for users in which audiences can engage with the iconic pouring milk image, was activated on scroll and characters popped out from the sides.

The Company Initiative is a global communications network within  IPG Mediabrands, one of the world's preeminent media service entities and part of Interpublic Group. Initiative employs more than  3,200 of the most creative and dynamic people in 94 offices across 80 countries and manages approximately $16 billion in billings annually.
Lots of clients, lots of data, and no easy way to analyse either quickly or effectively. IPG Initiative needed to centralize all marketing data for their clients (starting with Warner Bros).

The Solution Liquid Data by Appetite's technology, a robust and flexible platform, plus Liquid Data by Appetite's experience in managing complex big data marketing projects. More than 24 different data sources in a unique, fast, and reliable platform for later use in a licensed Dashboarding tool.

Four-month sin; the results of IPG's relationship with Liquid Data by Appetite are clearly positive. The project has not only exceeded all that was required but has done so in a timely fashion.

Information in numbers:

Dashboards: 20, graphs: 60, KPls  with the benchmark: 50, Deadline: 4 months
Initial  Processed  Data: 5Gb
Processed  Columns/Day: 400
ProcessedRows/Day: >10k  
Data  Sources:  14 (including  DCM, DCM Reach, DBM, AdWords, Google Analytics, Facebook, AdGlow, IAS, TV, OOH and Magnum+,  IPG's internal billing platform, among others)

Celebrating more than 70  years of hospitality, Best Western Hotels &  Resorts is an award-winning global family of hotels located in over 100 countries and territories that offer accommodations for all types of travellers.

Having so many hotels and resorts across so many countries is quite some feat, but success on this scale can also bring complications that other, less accomplished, companies might not foresee.

Best Western needed a way to focus their advertising. There would not be much point in offering somebody a hotel in Bali if they were waiting for a bus in the centre of London. So, they needed a way to tailor each experience to each user, and in doing so, offer the widest variety possible, to the largest demographic possible.

This is where Appetite Creative stepped in, we created an MPU and a leaderboard which dynamically updated to show the most relevant hotels for each user who viewed the ad. Two animated, interactive, and dynamic ads to suit each user as if it had been designed exclusively for them.

An astonishing engagement rate of 86.62% shows just how effective this was. That means that on average, nine out of every ten people that saw the ad used it. A remarkable figure that led to an increase in ROI from 1.13 to 1.40. Engagement rate: 86.62%, ROI increased from 1.13 to 1.40.

https://www.youtube.com/watch?v=CAN6JJOWfY8

Fospha Marketing collaborates with Appetite Creative to build a fully responsive hybrid style Appetite Creative announced it built a fully responsive hybrid style of website for Fospha Marketing, the award winning multi-touch attribution provider and disruptor. The build, which was completed in under 5 weeks, used the most recent and modern web trends to create a truly dynamic, fast and engaging experience for the user. The website was built as a JavaScript SPA (Single Page App) with added support to SSR (Server Side Rendering), to deliver additional SEO and performance benefits.This hybrid model was used in conjunction with WordPress as back-end platform and API provider and all the content feeding the website is provided by connection to a back-end API. By using WordPress back-end, the Foshpa Marketing team users are able to use a well known system and can easily update the website content, even with limited coding skills.Our objective was to create a high impact, agile and cutting-edge site that delivers a great experience for visitors and showcases quality content (…) We wanted a highly accessible interface with a company that works in partnership with our team and we feel like we have achieved that with Appetite with a unique website and exceptional service.Fay Miller,CMO, Fospha Marketing

Rani is a famous brand of fruit-based beverages manufactured by Coca-Cola company. Since the main group of clients is young people, Coca-Cola was looking for an innovative solution to increase brand awareness and boost sales of "Rani float". Appetite Creative had a successful experience with customer engagement, so we were excited about the project of Coca-Cola. The main challenge was to attract and keep the attention of the people under 26. Therefore, Appetite Creative decided to plan mixed digital and offline promotion. It consisted of adding QR code to each can of "Rani", development of augmented reality app and spreading information around social media. 

More details in video: https://youtu.be/RHe8AvJ_gfU