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Eightytwenty/4D Wins Bulmers Account
Stephen Kent, Bulmers Marketing Director with David McWilliams, Economist on set in the orchards in Clonmel.
Digital agency eightytwenty/4D has won the Bulmers Ireland digital account following a two-way pitch with the incumbent ICAN.
The appointment is with immediate effect and will see the agency handle all digital activity for Bulmers Original, Bulmers Berry, Bulmers Light and Bulmers Pear. It will also have responsibility for Becks beer
Speaking about the decision, Orlaith Fortune, Marketing & Renovations Manager for Bulmers said "We chose eightytwenty due to their strategic and creative approach in addressing the opportunities and challenges that lie ahead for our brands".
Eightytwenty was set up by David Connor and David O'Leary. In April of this year, it inked a deal with the French-owned Havas group to become part of the latter's 4D network of digital agencies around the world. The Havas-owned Young Euro RSCG also handles the creative for Bulmers which is to launch a new TV campaign featuring celebrity economist David McWilliams tonight.
The campaign, ‘Doing Our Bit' is series of initiatives, some small, some more significant, all intended to make a contribution toward making life in Ireland that little bit better. Featuring McWilliams in the Bulmers Orchard in Clonmel, the TV ad sees him explaining the principles of economics, or "orchardomics", to familiar characters such as Tom, Dessie and Liam, inviting them to put forward ideas for Doing their Bit to get the country out of its current economic mess. Needless to say the orchard workers interpretation of economics is a little different to the one proffered by McWilliams.
"At Bulmers we've been Doing Our Bit environmentally by planting around 130,000 apple trees and supporting indigenous, Irish farming through a dedicated Orchard Development Programme", said Stephen Kent, marketing director of Bulmers Ltd.
"We also use spring water from the orchard to make our cider and have reduced the weight of our bottles, as well as reducing our overall energy consumption so that we can deliver a little more value. Since 2009, we've introduced two price cuts on the price of a pint of Bulmers, and will follow it by launching a 20 pack of Longnecks for around €20, this summer.
"On the social side, we have just launched Dublin's first urban festival, Forbidden Fruit, taking place over the June Bank Holiday weekend, at which we have worked closely with the promoters to keep the ticket prices as affordable as possible. If Bulmers can make some contribution, however small, towards reducing costs; giving people a lift; supporting the environment or creating some form of celebration, we will feel that we've lived up to our promise of Doing Our Bit. It's just our way of giving something back."
This is David McWilliams first TV advertising venture, which was devised by Young Euro RSCG and shot on location in Clonmel, Co. Tipperary. Produced by Russell Curran productions and directed by Damien O'Donnell, there will be 40 and 20 second edits of the ad will be screened.
Bulmers' Doing Our Bit will also be supported by press and outdoor advertising, in addition to a dedicated campaign of below the line and PR activity.
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