Breaking News: Bonfire CI finalists in the Transform Awards for their rebrand campaign for Randstad

February 1st, 2011

transform awards 2011The highly successful ‘Countdown to Rebrand’ campaign developed by Bonfire Creative Intelligence for Randstad Education has been shortlisted in the Transform Awards 2011.

The vibrant campaign is a finalist in the ‘Best corporate rebrand following a merger or acquisition’ category of the annual awards, which are run by Communicate Magazine, and winners will be notified at a fabulous gala dinner on 7 April at The Grange St Paul’s Hotel in London. The other finalists are Age UK, and Siegel and Gale for their work with Blizoo.

Bonfire CI designed an integrated campaign to promote and raise awareness of Select Education rerband Randstad Education in January 2010. Randstad, the world’s second largest staffing services group, had acquired Select Education and was entering UK education recruitment for the first time.

A rebrand strategy was developed to raise awareness amongst clients, and internal and external stakeholders, in the period leading up to the switchover. The aim was not just to inform the target audience of the change but to reinforce key brand values, and this was achieved through a range of media and channels.

The strategy was to deliver the campaign across five monthly phases, following a ‘five-four-three-two-one’ pattern, primarily through direct mail and press ads in key industry titles such as The Times Educational Supplement (TES). In addition, a parallel PR campaign saw the launch of a schools competition to increase engagement with primary and secondary schools, and an internal awareness programme focused on keeping staff informed and engaged.

The first creative, based around the simple tagline ‘5 months to go before Select Education becomes Randstad Education’ listed ‘5 reasons to count on our teachers’ and a visual that mixed in the answers with popular trivia and quiz questions linked by the number five. This continued with ‘4 reasons to count on us’, ‘3 services in one name’ and so on, building up to a ‘blast-off’ launch in January.

The content highlighted key advantages of the Randstad Education service, such as comprehensive background checking, value for money and quality guarantees. The contemporary design, vibrant colours and witty copywriting were a slight departure from Randstad’s fairly formal brand tradition, and was intended to introduce Randstad Education as approachable and exciting.

Bonfire CI Director Stephen Judge said: “We’re absolutely delighted that our campaign for Randstad Education has been recognised in this way for the second time. It’s a great example of an agency and client working closely together to create something memorable, exciting and, above all, effective. As a result, what could have been a standard corporate rebrand became a lively, high-impact, multi-channel engagement initiative that really resonated with its target audience. We are over the moon and to stand in the ring with the likes of Interbrand, Landor Associates, Rufus Leonard and Siegel and Gale is something we are all very proud of.”

Argos Chad Valley enters next phase of brand development

January 28th, 2011

ChadValleyIn November 2010 Bonfire were tasked with the second stage evolution of the Chad Valley catalogue pages, the leading toy brand purchased by Argos in 2010.

This development is part of a longer term brand growth strategy first initiated with Bonfire in October 2009. The potential for this core brand is extensive, and substantial growth is expected in the coming few years with further development and positing. The brand has already seen substantial growth under the ownership of Argos and this second stage is a huge step towards Chad Valley establishing a more rounded visual and competitive proposition alongside its peers.

Is it a well known fact that buying products off the page is a big decision for customers as they can’t touch, feel or see the product. Therefore how the products are displayed is critical in the buying cycle. It is important customers understand the size of the produce, the features and benefits as quickly as possible. For this reason context is added wherever possible to make the buying decision easier. In addition it is even more challenging with a catalogue of this size – what makes a potential customer stop and browse?

We needed to create an honest, friendly, clean, relevant and bright environment in which the products could live and one that provided a platform for the brand to grow. We evaluated brands that were successful and liaised regularly with the brand team at Argos to rationalise our approach and creative developments.

The results are creative, flexible and extremely well composed placing the Chad Valley brand firmly alongside the key players and competitors. Initial response shows that the pages have much greater stand-out and dwell-time on these pages is increasing. Deepa Kotecha, Brand Manager at Argos, is extremely pleased with the outcome and the stress-free management style adopted by Bonfire.

The catalogue has just been launched (22nd January 2011) so in time we will see just how successful these changes have been. Watch this space for other Chad Valley developments in the near future!

Reebok Bikes: Pedal Power to the People

January 25th, 2011

This January came the exciting opportunity for Bonfire to work with Reebok.

RFE International, based in Milton Keynes, hold the license for Reebok Bikes, Reebok Gym Equipment, Adidas Sports Apparel and Golds Gym amongst many other leading brands and products across the world.

Reebok coversOur task was to develop a set of engaging, user-friendly assembly instructions for each of Reebok’s four core bike product strands (ATB, city, BMX and family cycles). Reebok’s brand style guides are very inspirational and make working on these projects a real pleasure.

It was imperative for Reebok that this set of guides, although functional pieces, enhanced the overall brand experience and reinforced Reebok’s core values. At the heart of our thinking was the creation of a series of A2 posters that folded down to A4. Whilst the covers were embellished with brand-centric illustrations the inner spreads displayed the assembly instructions on a single page in a clear and concise format. It was felt that dynamic product photography should be used throughout the assembly instructions themselves for added clarity, and a bold personality statement was also used to encourage and support an ‘open it, build it, use it’ factor.

Reebok detailPaul Pisani, Senior Account Manager at Bonfire Creative Intelligence, says “Reebok, as a brand, have tremendous heritage and a customer that expects particularly high standards of quality and creativity. We wanted to ensure these manuals created the correct ambience and attitude to carry the brand and match these expectations.”

Stephen Judge, Director, adds “The bikes, due for sale through Argos later this year, look fantastic and every aspect of the experience has been considered to the greatest of detail, including the manuals. We are sure that these outcomes will deliver great customer experience and we look forward to developing this partnership further. As much as anything else, working with these brands even makes you feel healthy!”

Argos catalogue Atrium event ‘goes creative’

January 20th, 2011

Screen shot 2011-02-01 at 17.56.06The Brand team at Argos approached Bonfire in January this year to help develop a centre piece for the bi-annual Catalogue Atrium Event at their Head Office, in Milton Keynes.

The purpose of the Event is to showcase a selection of brands to the Argos, Homebase and wider Home Retail Group staff, providing the perfect platform to communicate their value, ethos and new product lines to an all consuming audience.

The brands being showcased this year were Colourmatch (colour themed homewares products) and Go Create (mix and match sofa range), which we researched and developed the brand name and identity for last year.

Time was tight and we needed to develop a highly visual engagement factor. It was agreed that the best method to generate interest would be to create a lifestyle area that demonstrated the products in a realistic environment people could feel comfortable with. Along with this, we wanted to highlight the brand identity so that synergy with the products and brands were quickly married. The graphics developed were aspirational, clean, contemporary and distinctive. We managed to bring the 2 brands together in one room environment without diluting the focus of either Colourmatch or Go Create.

The room set received a great reception from colleagues and attendees alike and was live 3 days before their latest catalogue launch to generate interest and buzz.

Advance give chefs food for thought

January 7th, 2011

Food for Thought Header sampleThis New Year sees the exciting launch of Advance Catering Equipment’s ‘Food for Thought’ email bulletin, packed full of product information, and delicious recipes. Aimed at the UK’s top and most ground-breaking chefs, Food for Thought ensures that industry news and information on key catering trends is only a click away.

Advance Catering Equipment, a highly experienced provider of commercial catering equipment to the healthcare, leisure and hospitality sectors, approached long-term agency Bonfire to create an identity/masthead and HTML newsletter for a niche in its customer base. The bulletin targets trend-setters such as innovative chefs and restaurant owners/entrepreneurs. Bonfire were briefed to steer away from traditional corporate email newsletter designs and develop a solution that would be seen as credible by these high-flying individuals.

Luke Boxall, Marketing Executive at Advance Catering Equipment, commented, “Trends from fashion to technology have a significant impact on the catering and hospitality sector which is notoriously fast-paced. Our customers have little disposable time therefore an email bulletin perfectly complements their busy lifestyle, helping readers to stay abreast of crucial industry news. We also highlight products that help restaurants improve their productivity and profitability, so there’s a real business benefit in reading each issue.”

Gemma Umney, Senior Account Manager at Bonfire Creative Intelligence, added, “Advance Catering Equipment are an incredibly innovative company. Many suppliers within the catering and hospitality market refuse to steer away from traditional marketing techniques however Advance are embracing digital marketing channels which is a crucial development in staying ahead of the game.”

Each issue of Food for Thought is created and delivered through PillarboxRead, Bonfire’s HTML campaign marketing tool. This has proven to be very popular with clients including Advance, Fujifilm Medical and Hainsworth due to its user-friendly interface and reporting. Gemma Umney added, “Clients specifically like PillarboxRead as they can see results immediately. It is excellent at monitoring the articles that are most popular, ensuring that future issues can be tailored to the recipients preferred topics so each email has real editorial value.”

Stephen Judge, Director at Bonfire, adds “It is important to remember that digital marketing does not replace traditional channels, it complements them. It’s about getting the right balance between the relevant channels for your business and maximising the overall impact through an integrated, consistent approach.”

Out with the old, and in with the new

January 1st, 2011

Well it’s all over, 2010 is behind us and we enter the second decade of the 21st century. Bonfire also enters its second decade, which makes it even more exciting and a little more than just another New Year.

Lots to look forward to this year with the run up to the 2012 London Olympics and a Royal Wedding in the planning! Don’t forget to get buy your commemorative stamps and mug, we’ve all got a few of those!

We’ll also be updating the website in the next couple of months so keep your eyes peeled for our latest case studies, stories and information on Bonfire’s ongoing development.

In conclusion to this brief note Bonfire Creative Intelligence would like to take this opportunity to wish our clients, suppliers, colleagues, business contacts and their families a very happy and prosperous New Year.

See you soon.
The Bonfire team x

Keeley organised another fantastic Christmas party for the Bonfire team this year

December 20th, 2010

All staff and their partners were invited to The National Bowl in Milton Keynes to indulge in an array of unique Russian experiences as part of the Nostrovia themed party nights.

We were greeted by Cossack guards singing Siberian folk songs and the scantily clad male and female dancers impressed on many levels, putting everyone in the party spirit. The whole Bonfire team enjoyed a night packed full of entertainment including acrobats, trapeze artists, fire-eaters, poi-twirlers and stilt walkers.

After dinner the team made their way to the casino tables where Mic, drew an impressive crowd on the roulette table. Amassing a significant amount of chips on the table and supporting cheers from watchers on, Mic undoubtedly proved the star of the evening. Keeley also proved that she could give Lady Ga-Ga a run for her money when it came to her Poker Face and Paul, was strutting some moves that MC Hammer would be proud of!

Christmas Comes Early for Chocolate Lovers

December 15th, 2010

Screen shot 2011-02-01 at 16.10.57Barens Chocolate have launched an advertising campaign to capture the hearts of chocolate lovers in the run up to Christmas. The adverts invite consumers to beat the festive rush and fill their stockings with Barens’ delicious range of luxury milk chocolate at discount prices.

Barens, a Swiss chocolate manufacturer, appointed design and branding agency Bonfire Creative Intelligence to create a series of advertisements to showcase a variety of their products including; Moon Melody, Alpen Zoo and hollow Milk Chocolate Santas. The series of four adverts ran throughout November and December in popular television listing titles Inside Soap and All About Soap. Gemma Umney, Senior Account Manager at Bonfire, comments, “These titles offer a captive audience. We are a nation of soap lovers who love nothing more than to curl up on the sofa and indulge in some of our favourite treats.”

The campaign drives readers to 99p stores where chocoholics can take advantage of the Barens’ range for only 99p. Normally priced at £1.99, this gives consumers the perfect opportunity to enjoy luxury chocolate at a fraction of the price. Gemma Umney adds, “In the current economic climate buyers are having to tighten their purse strings and make savvy Christmas purchases. Whether it’s parents purchasing goodies for their children’s Christmas stockings or adults looking for a treat, consumers can rest assured that they’re getting exceptional quality without breaking the bank.”

Sales have been increased 35% week-on-week with the fourth and final advert being published in All About Soap on 18th December.

On your marks, get set, ho ho ho!

December 6th, 2010

Santa_Run_2010Whilst everyone else was Christmas shopping and indulging in a mince pie or two, the Bonfire team gathered at Bedford’s embankment on Sunday 5th December in support of local charity Keech Hospice Care. Donning Santa suits and beards the team, including family, warmed up before braving the winter weather and running 5k.

Keech provides free specialist care for young people diagnosed with a life-limiting illness. Their aim is to help patients enjoy the highest quality of life, while providing vital support for their family and friends throughout their loved one’s illness and in their bereavement. All of the charity’s services are offered free of charge therefore the support of the local business community is crucial.

Jason Pearce, Bonfire’s Director, commented, “This is the second year Bonfire has supported the Keech Santa run and we were incredibly impressed with 100% staff participation. All Bonfire employees were invited to an away day earlier this year as part of Bonfire’s corporate responsibility commitment and staff were incredibly passionate about this local charity, this is clearly reflected in their attendance and fundraising efforts.”

The charity aimed to raise £50,000 by attracting 500 runners. Bonfire were delighted to be able to contribute over £1,000 and plan to continue to support Keech Hospice Care in 2011.

A miracle in the making

November 16th, 2010

MiracleChildren_Event_BThe Bonfire Creative Intelligence team proudly supported the first ever Miracle Children fundraising event on 12th November 2010 in conjunction with The Beds Downs Syndrome Association. The evening, hosted by Paris Taylor, proved a resounding success with over £7,000 raised through ticket sales, donations and charity auction.

Miracle Children were identified as a local charity partner as part of Bonfire’s Corporate Social Responsibility (CSR) initiative. Bonfire Directors gave each member of staff the opportunity to help shape the company’s CSR policy by recommending a charity to support at an away-day in Woburn earlier in the year. A key focus this year was to support a charity whose services could be transformed by our support.

MiracleChildren_Event_AKeeley Farrar, Admin Support, moved staff as she introduced Maisy-Anna Roberts. A close friend of Keeley’s, Paris Taylor, had a vision of launching her own charity after her experience following the news that Maisy had been born with Down’s Syndrome. We were all quite shocked to hear how little support and advice was readily available to Paris at this life-changing moment.

Following Keeley’s presentation, and a democratic vote, Miracle Children were adopted as a charitable partner and Maisy’s parents were invited to meet the Bonfire team. Following an initial consultation with Paris a fundraising event at The Swan Hotel in Bedford was highlighted as a core activity. Bonfire delivered over £1,000 of creative support (which included creation of a brand identity for the initiative and design and invites/tickets), £160 of printed collateral, £780 of management support and purchase of 10 tickets for the big night worth £350.

Despite the large venue, tickets to the event were snapped up. Lorraine Ballantyne, Business Support at Bonfire, added, “In addition to the creative, Bonfire managed to secure a number of prizes for the evening’s raffle and auction. Donations were kindly made from clients including Argos, who supplied a number of Chad Valley toys, and The Little Black Gallery, who donated signed copies of Terry O’Neills ‘Celebrity’ book. The support from the Bonfire team, clients and the local community has been incredible.”

With over £7,000 profit raised the evening proved both fun, emotional and a significant step forward for Maisy and her family. Bonfire will continue to support Paris who now aims for Miracle Children to become a registered charity in its own right.