Task
Charles Wells needed to reinvigorate its tiring flagship ale. Once loved and famed for it's ads featuring Rik Mayall. They needed to reposition the brand to appeal to both new and loyal drinkers, incentivise trade and their own sales force.
Solution
In search of the big idea I looked beyond our national flag, digging down through the layers of a nation in order to discover the true essence of Englishness and the Bombardier brand.
So what is it, this soul of Englishness and Bombardier?
I kicked my presentation off with the video montage below.
What is it to be English? Is there something more than our national flag with its negative jingoistic connotations that the Bombardier brand can take ownership of?
Is there a thought that brings us back to focussing on the value and quality of the product?
An idea those buyers, consumers and the sales team can relate to and believe in? What makes us what we are - what are our common drivers?
Where do our talents and interests lie? What can we claim to be good at, we've all been told that we are a nation of shopkeepers, but I think if we peal a few more layers away we see a people who though the centuries have been engineers, problem solvers, resourceful folk whose imaginations and pragmatic approach lets them think outside the box.
We are creative in our approach to life, and certainly not phased by adversity, in-fact challenges are something we commit to resolving, though we never loose sight of the funny side of things - the irony and intelligent humour found in everyday life is intrinsic in our English DNA.
Summarised, the English can own ‘invention’ And so too can Bombardier...
'Pure Inspiration' taps into the English psyche, whilst at the same time it subtlety nods to the spring water used to make the beer.
'Pure Inspiration' lets Bombardier take ownership of the English inventiveness, eccentricity, the humour and the intelligence.
'Pure Inspiration' can run and run it is not shacked to one creative - it's a quality of Englishness that is the beer and will remain with the beer.
Bringing 'Pure Inspiration' to life visually
The campaign features a series of great English inventions set inside a shed highlighting those brilliant moments of 'Pure Inspiration'.
A set of short videos depicting moments of 'Pure Inspiration' to work across social channels and sponsored TV show idents. From the shed built motorcycle with a wimpy sounding engine - until it's builder is inspired to the wacky 'Flying Bedstead' unable to take off until another flash of inspiration saves the day.
Inspired on-trade support
Invention themed pub quiz series
Pub games
Merchandise
Stuffed fish POS
Summer activation
Bombardier- 'Weekends were Invented For It!'
I wanted Bombardier to own weekends with this activation. Everything related to the weekend from BBQ prizes, to chef demos. A microsite and an app that listed a carefully curated and aligned selection of places to visit and activities/events to get involved in across the country.
The free to download app works off user location. Users of the app benefit from discounted visitor rates and Bombardier offers, plus the chances to win prizes and Bombardier merchandise.
Summary
A big idea, and a great story that is believable engaging all audiences; on trade, off trade and internally.
English and wholley ownable Pure Inspiration is Bombardier's differentiator!
Credit: Bonfire