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At WATERS, the world influences every aspect of our creativity.
Here’s what’s happening in our world – company news, press coverage and a glimpse at what we get up to behind the scenes.
9th May, 2016 Countdown to Real World Creative
Countdown to Real World Creative
The 18th April 2016 was a pretty big day in history for Waters. Launching a new brand, a renewed proposition and a new website.
We’ve learnt so much in the process including what initiating a countdown can do for brand awareness – communication, focus and building suspense/anticipation, all of which are very powerful attributes when it comes to marketing products and brands.
For us it helped in so many ways, so we wanted to share our ‘countdown’ experience with you.
Our countdown was implemented in true ‘launchpad’ style, ten days before we released the new us. Once initiated there was no going back – the campaign really gave focus (and a non-movable deadline), we were ALL totally committed to the launch. Having seen many a new website countdown pass past ‘D Day’ and go into minus figures, we were adamant this was definitely not going to happen to us.
We selected 10 images that depicted the Real World, pictures that worked well on screen and as a series of keepsake postcards, after all, our new brand is something to be celebrated and we wanted to communicate this visually with our clients, followers, friends, colleagues and suppliers. Using the hashtag #RealWorldCreative we kicked off campaigns on Twitter and Linkedin posting daily along with our team’s personal thoughts and feelings around what we knew was coming imminently.
No-one else knew what we were up to. Although, how we kept that quiet is quite amazing as we’ve been working on our rebrand for about 6 months! We put a temporary holding page up on our website with a banner that matched the images on our social media campaign, changing each day, so everything we communicated was consistent across all channels.
The countdown was boldly positioned and displayed on this page – for our team this served as a constant reminder of what we had left to complete and how close our deadline was getting, for our audience it helped ramp up increasing suspense and enabled them to create a ‘diary marker’ to visit our website again.
In a short space of time, we knew the countdown and social media campaign was helping build excitement. The example below via a twitter interaction from Sue Heatherington says it all really, and, was exactly the kind of reaction we were aiming for.
When the countdown completed we launched our new website, redressed our social channels and updated our email signatures.
Below is a reminder of the sequence of images in the run up to the launch of our new website:
The countdown represents a significant time of change at Waters, and to say we are excited for the future is a major understatement. We’ll be posting more inside stories on our rebrand over the next few weeks.
If you have a business event coming up that requires communicating or are launching new services or products and need creative and strategic assistance we’d be delighted to help you.
In the meantime, if you would like a set of commemorative keepsake postcards from our brand launch countdown, email us firstname.lastname@example.org