neon creates entertaining brand experiences through a mix of live and digital. We stand for strong relationships, smart insight, ambitious creativity and rock-solid delivery. We’re collaborative, agile, positive and straight-forward.

1. Creds 2010

2. neon creates entertaining brand experiences through a mix of live and digital.
We stand for strong relationships, smart insight, ambitious creativity and rock-solid delivery.
We’re collaborative, agile, positive and straight-forward.
Creds 2010

3. Our Approach
We get to know the brief, brand and audience.
out pops a clever insight which we kick about neon neon tech
until we have the big idea. Events E­mail, viral & SEO
Production THE Social media, seeding & blogging
We mix live and digital to ensure our Partnerships BIG IDEA Content distribution
campaigns have great reach and ROI, this Content creation Web design & development
way the audience gets a seamless on and Talent Mobile marketing/apps
!"#$%&'&()&*$&%+&,
Creds 2010

4. Where we work
neon is UK based
with pan­european and global activation
recent activity:
France (Val d’Isere)
Spain (Ibiza, Barcelona, Madrid)
Holland (Amsterdam)
Austria (Mayrhofen)
Germany (Berlin)
Italy (Milan)
Latvia (Riga)
South Africa (Johannesburg/
Cape Town)
India (Bangalore/Mumbai)
US partner agencies:
LA and NY
Creds 2010

5. Evaluation
We create measures that our clients
can use to show the impact of their work
Most of our projects aim to sell more or
change perceptions, whatever the
campaign goal we need to check it
worked (and if not, why?)
We work with clients to assess
the most useful evaluation for
each project (completed internally
or with external researchers)
and deliver reporting at
the best intervals
Creds 2010

6. Clients
Team experience
Current clients
Creds 2010

7. Case studies
Creds 2010

8. Windows 7 & The British Film Institute. 7 Second Movies
BRIEF
EXPAND ON THE DEVELOPMENT OF WINDOWS’
“ENTERTAINMENT ON PC” MESSAGING
TARGET THE AUDIENCE OF STUDENTS AND YOUNG
“TECH TRENDSETTERS” IN A CREDIBLE WAY THAT THEY
CAN ENGAGE WITH
INSPIRE THE NATION TO USE WINDOWS AS A TOOL TO
FACILITATE THEIR CREATIVITY
CREATIVE APPROACH
DEVELOPED THE BRAND’S “CREATE” POSITIONING
SET UP & MANAGED A PARTNERSHIP WITH THE BFI TO
SPONSOR THE LONDON FILM FESTIVAL 2010 AND
ONGOING YEAR ROUND ACTIVITY
SUPPORTED THE LFF SPONSORSHIP WITH “7 SECOND
MOVIES” PROMOTION – CONSUMERS CREATE 7 SECOND
MOVIES INSPIRED BY FAVOURITE FILMS OR GENRES
– THE WINNERS SEE THEIR MOVIE SCREENED AT THE LFF
2X FACEBOOK PAGE RE­DESIGNS FOR WINDOWS UK
AND WINDOWS ACCESS ALL AREAS STUDENT PORTAL
ONGOING COMMUNITY MANAGEMENT AND CONSUMER
ENGAGEMENT FOR THE WINDOWS UK AND WINDOWS AAA
STUDENT COMMUNITIES.
A NATIONAL TOUR OF SHOPPING CENTRES &
UNIVERSITIES WITH A “ FILM­SET” STYLE EXPERIENTIAL
SETUP WITH EDITING FACILITY USING WINDOWS LIVE
MOVIE MAKER
COMPLIMENTED WITH A VIRAL CAMPAIGN TO AMPLIFY
ALL CONTENT
RESULTS
EXPECTED REACH:
OVER 1.5M CONSUMERS THROUGH 7 SECOND MOVIES
PROMOTION OUTREACH (EXCLUDING LFF REACH)
Creds 2010

9. Disney Interactive. Toy Story Mania
BRIEF
DRIVE BUZZ AND PURCHASE INTENT FOR TOY STORY MANIA ACROSS
EFIGS TERRITORIES
AUDIENCE PROFILE: PRIMARY ­ KIDS 6­9 & PARENTS
PROMOTE YOUTUBE INTERACTIVE ‘TASTER’ VIDEOS
CREATIVE APPROACH
TARGETED PARENTS & GIFTER MARKET DUE TO LIMITATIONS OF’ ‘KIDS’
AUDIENCE (NO PURCHASE POWER, DIFFICULT TO TARGET ONLINE…)
CREATION OF A TOY STORY MANIA EFIGS FACEBOOK COMMUNITY AIMED TO
INSPIRE AND INFORM PARENTS ABOUT GAME CONTENT + MINI BEBO
COMMUNITY FOR YOUNG FANS
COMMUNITY SEEDED VIA PARENTING BLOGS, SOCIAL NETWORKS, THROUGH
FB SOCIAL ADS AND WITHIN YOUTUBE
BESPOKE FREE DOWNLOADS DRIP FED TO COMMUNITY TO ENCOURAGE
CONTINUED ENGAGEMENT AND CHAT – HELD ON NEON CREATED LOCALISED
LANDING PAGES
PUSHED PARENTS THROUGH TO A YOUTUBE ‘TASTER’ GAME – WHICH ALLOWED
THEM AND THEIR CHILDREN THE OPPORTUNITY TO DIGITALLY ‘TRIAL’ TSM
RESULTS
NUMBER ONE BEST SELLER GAME FOR DIS
110K VIEWS OF THE YOUTUBE CONTENT GENERATED ACROSS EFIGS TO
SUPPLEMENT TERRITORY ACTIVITY, 200+ CLICKS DIRECT TO E­TAIL PARTNERS
FACEBOOK: 8513 FRIENDS IN TWO WEEKS, ACTIVE COMMENTING
(APPROX 30 COMMENTS PER MESSAGE THREAD)
CTR OF UP TO 0.8% ON FACEBOOK SOCIAL ADS – ONE OF THE HIGHEST
RECORDED ON FB
FACEBOOK FANS MIGRATED TO MAIN TOY STORY 3 COMMUNITY POST CAMPAIGN
Creds 2010

10. Windows at Snowbombing
BRIEF
DELIVER EVENT ACTIVATION AROUND WINDOWS’
SPONSORSHIP OF SNOWBOMBING 2009 TO A YOUNG,
SWITCHED­ON 18 – 24 AUDIENCE
ENCOURAGE CONSUMERS TO ENGAGE WITH WINDOWS
LIVE (FOCUSED ON PHOTOGRAPHY) AND ONSITE BRANDED
WI­FI AREA
CREATIVE APPROACH
DEVELOPED ‘WINDOWS MAN’ ­ OUR WINDOWS
SUPERHERO CHARACTER – BOARDING ROUND THE
FESTIVAL AND SLOPES.
CONSUMERS INVITED TO TAKE PART IN ‘HAVE YOU SEEN
WINDOWS MAN?’ TAKE YOUR PICTURE WITH WINDOWS
MAN AROUND SNOWBOMBING AND COME TO THE
WINDOWS HUB TO UPLOAD THEM ONTO A
PERSONALISED WINDOWS LIVE SPACE
THE MOST CREATIVE IMAGES EACH DAY WON A PRIZE
OF A WINDOWS MOBILE PHONE
CONTEST WINNERS AND IMAGE PUBLISHED IN DAILY
SNOWBOMBING NEWSPAPER WITH WINDOWS INFO
THE CENTRE FOR ACTIVITY WAS AN ONSITE WI­FI AREA
TO ATTRACT USERS WITH LAPTOPS FOR USE FREE OF
CHARGE – ENGAGEMENT INCLUDING BRANDED “JUMP
PAGE” WITH DAILY CHANGING CONTENT
RESULTS
ESTIMATED BRAND TOUCH: 4,500
OVER 1,000 UNIQUE VISITORS TO BRANDED JUMP
PAGE – OVER A THIRD OF ALL FESTIVAL ATTENDEES
Creds 2010

11. The road to Forza tour
BRIEF
CAPTURE THE IMAGINATION OF THE 16 – 30 MALE IN THE BUILD
UP TO THE LAUNCH OF FORZA 3 ON XBOX 360
PROVIDE A COMPELLING CONSUMER STORY TO HELP LAUNCH OF
THE BIGGEST RACING GAME OF 2009
CREATE AN INTEGRATED LIVE & DIGITAL CAMPAIGN:
ATL ­ ‘OPEN DOOR’ CAMPAIGN – ENTER THE WORLD OF PERFORMANCE CARS
DIGITAL ­ CREATE COMPELLING VIDEO CONTENT WHICH CAN BE USED AT THE LAUNCH
EVENT IN LONDON, SOCIAL MEDIA CHANNELS AND XBOX MEDIA CHANNELS
CREATIVE APPROACH
DEVISED ‘THE ROAD TO FORZA’ – A WEEK LONG NATIONAL TOUR
WHICH TOOK PLACE OVER 5 CITIES ACROSS THE UK
BRANDED LAMBORGHINI LP640 SERVED AS FOCAL POINT OF ACTIVITY
FACILITATING REAL LIFE ‘OPEN DOOR’ SITUATIONS
DAILY ‘ROAD TO FORZA’ VIDEO EDITS SHOT IN HD, EDITED DAILY
ON SITE AND DISTRIBUTED EACH DAY ONLINE TO KEY COMMUNITIES DIGITALLY
VIDEO CLIPS CREATED A WEEK LONG ‘SOAP’ FOLLOWING THE IRREVERENT
ADVENTURES OF TWO DRIVERS ON ‘THE ROAD TO FORZA’ DELIVERING THE
FIRST COPY OF THE GAME TO THE PRESS LAUNCH IN LONDON
OPTIMISED IN YOUTUBE AND SEEDED THROUGH SOCIAL NETWORKS THE
CLIPS BUILT INTO A 5 DAY STORY OVER THE WEEK
TIED INTO A DEAL WITH ABSOLUT RADIO WHICH PUSHED CONTENT WIDER
AND DOVETAILED WITH A ‘SUPERCAR TAXI’ PROMOTION WHERE LISTENERS
COULD WIN THEIR JOURNEY HOME IN A LAMBORGHINI
RESULTS
HIGH IMPACT CITY PRESENCE WITH 175K PEOPLE SEEING VEHICLE IN
CITY CENTRE LOCATIONS
COMPELLING VIDEO CONTENT DELIVERED AND DISTRIBUTED
TO OVER 2.5M XBOX LIVE USERS AND VIRALLY ONLINE
ESTIMATED 125K OTS THROUGH PHOTOS TAKEN IN AND AROUND
CAR AND SHARED VIA SOCIAL NETWORK SITES
Creds 2010

12. Windows 7: Access All Areas
BRIEF
DEVELOP A COMPLETE, ORIGINAL BTL MARKETING CAMPAIGN TO SHIFT ACTIVE
PREFERENCE AMONGST 18 ­24 YEAR OLD UNIVERSITY STUDENTS FROM APPLE
TO PC (WINDOWS 7)
USE TV ON PC (ENTERTAINMENT) PRODUCT FEATURES TO TALK TO THIS AUDIENCE
AND STAND OUT FROM MAIN COMPETITORS
INTEGRATE PR AND MEDIA OPPORTUNITIES TO AMPLIFY AWARENESS AND ENGAGEMENT
CREATIVE APPROACH
NEON HAVE CREATED A LONG­TERM STUDENT BRAND CAMPAIGN & IDENTITY
– ‘ACCESS ALL AREAS’
THE CAMPAIGN IS AN INTEGRATED SOCIAL MEDIA AND LIVE PROGRAMME CAMPAIGN
WITH BESPOKE SOCIAL MEDIA HUBS ON FACEBOOK AND TWITTER TO GROW
THE STUDENT COMMUNITY
20 DATE UNIVERSITY TRIAL TOUR TO COMMUNICATE & DEMONSTRATE TV ON PC MESSAGE
AND DRIVE COMMUNITY ENTRY
THE COMMUNITY GIVES USERS THE CHANCE TO EXPERIENCE AMAZING ENTERTAINMENT
OPPORTUNITIES THROUGH A PARTNERSHIP WITH SKY, WHO ARE A KEY CONTENT PARTNER
NEON ARE PLANNING ONGOING DIALOGUE WITH THE COMMUNITY FOR SECOND TACTICAL
CAMPAIGN TO RUN SEPT 2010, THROUGH ONGOING ACTIVE PREFERENCE TRACKING THE
CAMPAIGN WILL EVOLVE AND GROW TO ENSURE OPTIMAL RESULTS
RESULTS
RESULTS AS OF 08/06/10. CAMPAIGN DUE TO FINISH ON 30/06/10:
3553 FANS OF THE AAA PAGE ON FACEBOOK TO DATE
1892 COMPETITION ENTRIES (PLUS OVER 150 WEEKLY COMPETITION ENTRIES
FOR SPOT PRIZES)
863 TWITTER FOLLOWERS
MEDIA CAMPAIGN IMPRESSIONS: OVER 24 MILLION
EXPERIENTIAL TRIAL TOUR – ON CAMPUS TOUCH ESTIMATED AT OVER 75,000
ALMOST 300 ONE­TO­ONE INTERVIEWS RECORDED WITH STUDENTS FOR
QUALITATIVE FEEDBACK
Creds 2010

13. neon senior team
Sam Richardson Jessica Rowley Roland Glover
Sam is MD of neon, having spent around 8 Jess is one of the Directors. She began Roland is a Director at neon. He started in
years at agencies Cake, KLP Entertainment and marketing in the grocery sector 10 years ago. -&+.!*'/%0'123'4!5*%/2$-36'7&"!*&'8!*9$%:'/-
Iris Experience followed by 4 years as Marketing She spent 6 years at exposure, working with )*&--'!"1+&*'"!*'.;&'<=>-'7$::&-.'/%$3/.$!%'
Director at MTV. leading lifestyle brands, followed by Smartfusion festival. From there he joined Kazoo and
(Omnicom) and a role client side. headed up the growing events side of the
Clients worked on (in agency, before setting up neon in 2006.
chronological order): Clients worked on:
XFM, Morgans Spiced, Virgin Megastores, Unilever (Elida, Bird’s Eye Wall’s, Lever Brothers Clients worked on:
Smirnoff Global, Carling, Paramount Pictures, & VDB), Buena Vista, Disney, OXO, 3 (client Xbox UK & EMEA, BT, Windows, NME, Atari,
Budweiser, MTV secondment), Virgin Trains, PlayStation, Stella Carlsberg, Nokia, MTV, aprilia, Sega, Thus,
Artois, Rizla, Levi’s, Diageo (premium portfolio), Fox Interactive,Codemasters, Hallmark
Sector strengths: The Discovery Channel, Umbro, Nokia Global
media, entertainment, music, creative arts Sector strength:
Sector strength: Technology, entertainment, gaming,
Loves: FMCG, entertainment, telco/communications telco/communications
sport, music, mojitos, bad DIY,
weekend papers Personal loves: Personal loves:
Shopping (lots of it), sunshine, ?$9$%:6'2!7-.&*6'3!0&*%'1+.$!%6')$%!.'%!$*6'
making cocktails, boats David Bowie and Lynch
Creds 2010

14. Contact details
Sam Richardson Jessica Rowley Roland Glover
Managing Director Director Director
T. 0207 479 4311 T. 0207 479 4393 T. 0207 479 4381
E. sam@neoncomms.co.uk E. jess@neoncomms.co.uk E. roland@neoncomms.co.uk
neon
Third Floor
6 Ramillies Street
London
W1F 7TY
Creds 2010

15. Thankyou
Creds 2010