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Creating a brand in an unloved category

SSE is a rare type of business; a FTSE 100 company that for many years invested much less than its competitors in its brand, yet thrived.

Understandably, ‘marketing’ and ‘brand’ were terms treated with some suspicion. Pimento was hired to develop an evidence-based business case for investment in the brand that could be bought into at board level. To get there, we did two things. Firstly, we undertook the largest piece of independent research ever carried out by SSE to unearth the latent brand potential. Secondly, we carried out an econometric study to understand the investment required to get awareness and consideration levels high enough to reverse their net decline. Our conclusion was stark. Brand creation was needed. These were unprecedented conversations that drew a line in the sand of the company’s seventy year heritage. Following a series of board meetings, the green light was given to a three-year investment in the brand and communications. We were now in a new era and SSE’s brand journey has begun and Pimento are proud to have made a difference from a radical overhaul of its brand to the way it thinks about marketing. Watch this space.

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From re-branding to brand living

Following the successful rebranding of Norwich Union to Aviva, Pimento were invited to work with Aviva Healthcare.

Whilst Aviva had been successful in driving high levels of brand awareness through its advertising, the campaigns haven’t driven affinity or familiarity for the individual lines of business particularly Health. Aviva Health set about redefining the ways in which it communicated with its customers, embracing social media and digital channels whist simultaneously improving brand education within. Pimento wrote, managed and delivered a series of brand workshops and conferences setting out the vision for the brand and the business to ensure that all staff delivered on the new brand promise – Viva Aviva!

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Taste of London

Celebrity Cruises appointed the Pimento team to design and produce their hugely successful stand at Taste of London in Regents Park.

The 30m long stand took inspiration from Celebrity Cruises on-board LAWN CLUB and showcased their extensive high-end food offering. The Pimento team designed and built the stand plus provided the catering staff and front of house team to help manage the stand. As well as the tasting sessions a wine bar was available along with outdoor seating, lawn boules, live music and a shareable photo opportunity on Celebrity Cruises’ oversized deck chair. Both Ben Fogle and Oz Clarke co-hosted tasting sessions Jennifer Vieira, Marketing & PR Manager – London, Celebrity Cruises said: “ In our third year at Taste of London, Celebrity Cruises was looking to elevate our brand and truly showcase an authentic experience of our award-winning onboard cuisine. The team at Pimento was instrumental in making that a reality for us, through their design, production and project management, and we were delighted with the end result.”

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Disney store Christmas campaign launch

Pimento was briefed in early November to launch the Disney Store Christmas Wishes Campaign – a very short time frame for the highly important Christmas market.

Within one week of taking the brief, Pimento organised a celebrity launch event at the Oxford Street store, to promote the new range of Christmas merchandise. We also linked with a charity partner so the event also raised funds for the very worthy SPARKS children’s charity. Along with the launch event and product showcase, Pimento also implemented a high impact product placement and news generation campaign to ensure inclusion in all the key, short lead Christmas gift guides. This was supported by an intensive print competition and radio promotion campaign. More than 40 well known celebrities attended the event and 150 + key national journalists and their children.

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Brand Strategy, Brand Development and Website

Ebico, the UK’s leading not-for-profit energy provider, commissioned Pimento to review their marketing strategy and develop their marketing plan.

The first stage of the work was to deliver branding expertise to improve their competitiveness in the increasingly crowded energy market, plus help position the associated charity Ebico Trust as leading the fight against Fuel Poverty. A new brand identity was developed that could do both these tasks; reflect the ‘customer first’ attitude of the energy company, and allow a spotlight to shine on the considerable ongoing effort by Ebico Trust in tackling fuel poverty. Power for Purpose become the crux of the brand and the visual identity used overlapping circles to represent their core values of Reliable, Responsive and Fair. In tandem to the development of their comprehensive brand guidelines Pimento designed and developed a new modern website. It was vital to the brand that the new website delivered an excellent customer experience to be a true reflection of Ebico’s new brand values and then, more importantly, to convert visitors into customers. The new custom built website easily completes with the larger peers in the sector. The brand has been adapted to suit the online environment perfectly, with the design responding to mobile and tablet browsers. The final icing on the cake for the client was the attention to detail within the website control panel, which gives Ebico complete control of the website, its content and SEO effort.

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RELAUNCHING THE WORLD’S LARGEST GYM BRAND

Pimento designed and executed a three day conference for the Global Senior Leadership of Fitness First, the largest gym operator in the world. “Raise the Standard” was the launch platform for a global rebrand and relaunch of the Fitness First Company.

The conference saw an evening reception at the MINI showroom in Park Lane showcasing great British brands, early morning workout sessions at St Pancras station and their new look club at Tottenham Court Road. The main plenary and breakouts took place at Kings Place, Kings Cross where a Fitness First club reception was built to showcase their new brand. So successful was the conference that Fitness First asked us back to deliver a second event six weeks later.

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“How to Win” Miami Conference

When GlaxoSmithKline (GSK) appointed Pimento they were looking for more than a fresh pair of eyes: they wanted the old script ripped up and a brand new format in its place.

Pimento was tasked with planning and producing a conference that as well as shaping the main meetings, included no less than 30 separate breakouts, new product sampling sessions, team building exercises and award ceremonies. Packed into just three days, and requiring the ability to coordinate between several key decision makers from GSK offices around the world, the conference was considered by delegates the ‘most flawless’ they had ever attended, and has completely rewritten the style sheet for future GSK annual conferences.

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European brand re-launch

Pimento’s first major contract with IHG was everything a great project should be: complex, deeply creative, hugely rewarding.

With just three months from drawing board to delivery for 3000 delegates we designed, built and produced an event that set a new benchmark for IHG. Extremely challenging, very fast moving, it involved not just the managing of the conference’s content, but also of a 500 strong production and catering crew. The facts: It was enormous. It was complex. It was fun. It would prove to be the biggest rebranding exercise ever conducted by IHG and its most successful conference at that time. The Holiday Inn rebrand was recognised with the Gold award for the Best Internal Experience at the Live Com and highly commended at the IVCA awards in 2009.

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EMEA management and owners conference Cairo

The Cairo conference presented an entirely new set of challenges.

Charged with designing, planning and producing both the four day conference and the spectacular Pyramids sited finale, Pimento organised a VIP home-to-site extravaganza under sometimes difficult circumstances, chief of which included executing a flawless and safe event during heightened political tensions in the run up to the elections. Our remit including international travel, accommodation, conference staffing, content development & management, technical facilities and a gargantuan bespoke Bedouin tent in the middle of the desert. The conference was enormously successful, an eye opening hit – in terms of creativity, production, content and logistics – with almost 100% feedback scores from attendees, this conference has since served as the model for the company’s ambitious non-American top tier meetings.

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Launching a new experience at sea

When first approached by Royal Caribbean to design and produce the launch party for what was then the largest cruise liner in the world, Pimento gained more than a client: we became a part of a community.

Taking as our working model the entertainment structure on board Freedom of the Seas, we dressed and managed Southampton’s cruise terminal and coordinated the media across five days’ worth of choreographed events. An amazing 14,000 strong party capped by fireworks and the joy of setting sail, our Freedom of the Seas launch served as the bench mark for what followed: bigger, even more imaginative launches for the liners Independence and Liberty of the Seas – this time from Hamburg and Oslo respectively with Pimento coordinating and supporting the on board PR. Today Royal Caribbean sells over 250,000 Cruises a year in the UK and is the second largest brand in the sector.

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Revenue management

Pimento have worked with Saga since August 2010.

Initially we were asked to complete an independent review of their pricing and commercial decision making capabilities for their Holidays business. This led us to identify that a “Revenue Management” function needed to be implemented which would focus on deploying dynamic pricing and improved inventory management activities. Pimento worked alongside the management team to restructure the business, implement new systems, tools and analytics to aid decision making and provide coaching and development to all key stakeholders and their teams. Such was the success of this project, that Saga then asked Pimento to undertake a similar review and implementation of “Revenue Management” across the rest of the travel business, including Titan Travel and Saga Shipping.

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Brand development

Feather Down Farm Days defined the glamorous camping sector in the UK.

In just 3 short years it established a network of farms across the British Isles and a high quality brand image with a very AB clientele. Its business success relied on a consistent branded experience with local flavour, in many respects similar to the challenges faced by larger International brands. This freedom in a framework extended to its engagement with third party brands who wished to cross promote with Feather Down. Feather Down customers were fiercely protective of their brand and business success had been through WOM marketing, web and social media and carefully selected third party promotions. Pimento created a comprehensive brand guideline; identified like-minded brands to cross promote with, developed internal communications material and helped in the development of the brand with brand extensions. Today Feather Down boosts over 61 farms in 5 markets and following the successful sale of the brand to a management buy in from Centre Parcs in Feather Down looks set for further expansion.