Earlier this month, Campaign magazine published its prestigious School Reports. These rate the UK’s agencies’ performance over the past year, with a mark given out of 9. As you might expect for a company which won the same magazine’s “Direct Agency of the Year” title a couple of months previously, OgilvyOne London got full marks – 9 out of 9. It was the only agency of its type to score so highly.
You can download the full School Report here: OO School Report
OgilvyOne London will be using ground-breaking “data visualisation” at an art installation next month as part of its “Sensational Ice Cream” campaign for Freggo.
Freggo is a new venture from the owners of the popular Gaucho group of Argentinian restaurants and the first outlet opened in London’s West End on 9th September 2010. The brand is hugely popular in Argentina, where it’s known as “Freddo”
OgilvyOne creative team Rae Stones and Fiona Sanday have been working with Andrew Shoben from Greyworld, an art collective renowned for its work in urban spaces, to create a bespoke computer program that captures six core elements of the ice cream flavour, all of which have been validated by the British Society of Flavourists. The response data (sweetness, richness, creaminess, juiciness and so on) are fed into the program to define how the visuals look.
Freggo’s unusual flavours include Malbec & Berries Dulce De Leche and Temptation and the brand is positioned as an upmarket treat for sophisticated young urban adults, particularly those who enjoy nightlife and clubbing.
OgilvyOne London’s joint executive creative directors, Charlie Wilson and Emma de la Fosse, say: “Freggo is a distinctively different ice-cream that offers jaded palates a new experience. We thought that a new and unique product deserved marketing that was a break from the norm. Enjoying ice-cream is a sensual, almost immersive experience – which is also different for every single person. So why not have advertising which is itself immersive and tailored to the individual’s personal perceptions?
“With our colleagues at Greyworld our creative team has come up with what we think is a high-impact campaign which will get the brand talked about and which will delight the target audience.”
The public are invited to view Taste at the Menier Gallery, London Bridge from 12th to 16th April. Come back to www.ogilvy.co.uk soon for a report on how things went!
