Inside the industry and inside the agency
As wagamama’s global digital agency, Wickedweb collaborated on the launch of the ‘art and eat’ campaign - an innovative platform to engage wagamama customers with the UK’s up and coming art and design talent.
wagamama were looking to roll out a national marketing and PR campaign that would achieve a number of key objectives. At the core, wagamama’s underlying objective was to engage, excite and provide an experience for customers – whilst re-inforcing wagamama as a 'cool’ lifestyle brand among its target markets.
In addition to creating regional brand awareness and building product awareness, robust marketing objectives are in place. The campaign needed to drive awareness, excite its audience and encourage participation.
Wickedweb focused on achieving these KPI’s by putting brand engagement at the heart of our digital strategy. Our strategy around the campaign’s digital execution worked to extend the in-store experiential element by driving diners online to join the ‘art and eat’ debate. This interactive platform supported brand engagement by providing a focus for dining conversation, and looked to prompt subsequent action from them by way of competition entries and re-tweets.
Our strategy was honed by an appreciation of wagamama’s key target audiences, as this ensured we could recommend solutions for engagement across a range of diners.
Ten national wagamama locations were chosen and one regional ’up and coming’ artist was selected per restaurant to feature their work. Wagamama worked closely with the prolific Moniker projects to source the artists.
Wickedweb worked hard to unite the campaign messaging with digital technology, in order to evolve traditional marketing methods into an integrated 360 communications mix – positioning digital at the heart. Early results indicate our carefully considered strategy engaged the target audience and demonstrated real cut through. Wickedweb feel the work showcased is innovative and engaging, supporting the key KPI’s. The wagamama brand has been elevated as a result, and the digital strategy seeks to rejuvenate an offline campaign into the digital sphere to maximise the longevity and awareness of the campaign / brand.
Wickedweb is delighted to announce wagamama’s recent appointment as their full service digital marketing agency. Appointed after an 8-month competitive procurement process which saw 10 agencies shortlisted to 3 for the pitch presentation, Wickedweb is excited to say that work is already underway on the strategy to better engage the target audience online.
wagamama is an award winning Japanese inspired global restaurant chain, targeting a wide range of audiences. The brand is in a strong position in the pan-Asian cuisine market, which is expected to demonstrate recovery and growth in 2012 / 2013, meaning our plans for the future will engage users just as restaurant dining expenditure returns. Our ideas are innovative and ambitious, whilst looking to capture the brand’s Japanese influence and minimalist style, so that wagamama is positioned as the industry benchmark.
Stuart Wells, Managing Director at Wickedweb comments:
“We are absolutely thrilled to be working with the wagamama brand and team on their digital marketing. It’s an account we really wanted to win, as the business and relationship values strongly mirrored our own, which we know leads to the best results. We have some really ground breaking ideas that will help bring all the wagamama digital channels together, and in turn position the brand as one at the forefront of digital within their industry sector”.
Brand engagement is everything to wagamama which resonates perfectly with us – as an agency it is at the heart of everything we do and we look forward to enhancing the digital landscape for this fantastic brand.
Ingrid Williamson – Director of Marketing at wagamama comments:
“Finding the right agency can be a challenge. You want to work with people who understand your Brand and simply ‘get it’. Wickedweb got it right from the start. We are thrilled to have appointed Wickedweb and look forward to some very exciting times ahead”.
Wickedweb are well placed to deliver an effective digital solution. We are drawing on robust experience in the food and drink industry with clients such as Ella’s Kitchen, and in addition can utilise our online brand engagement strategies as showcased by clients such as Gear4, Cosmetics a la Carte and The Lifehouse. This is an exciting relationship and we look forward to engaging the wagamama audience and delivering a real brand experie
Wickedweb have recently joined CRUK’s team of suppliers to provide a range of digital services. We are working on lots of exciting projects to drive donations for this awe-inspiring charity, and look forward to rolling out the activity planned over the coming months.
We have started our relationship with CRUK by working with them on the Shine 2011 campaign. This inspiring event is a night-time walking marathon through your chosen city, to raise funds for Cancer Research. This event is in its 2nd year and fundraisers can choose one of 12 cancers they would like to donate their funds to. Participants are asked to ‘shine’ through their city route with glow sticks and can walk either a half or full marathon.
Wickedweb have created a portfolio of Flash banners for the CRUK website and third party websites. The call to action here is to click through to the Shine microsite and drive entries to the event.
The Wickedweb team are proud to be entering this event – with more details coming soon. We are in full support of this incredible cause and would encourage you to enter here.
In addition, Wickedweb has created banners in support of the new TV ad campaign which went live on the 18th July. The CRUK homepage banner has been updated to raise awareness and support this campaign, with a view to driving uplift in donations. Look out for these banners and show your support for their life-changing work....
Smart Insights have just published an interesting article for multi-channel marketers. The results of the research suggest that online advertising campaigns are enhanced when the email marketing channel is added.
Read full article here
Answer: Yes! HTML5 is going to form the foundations of most websites within a few years, and most modern browsers including FireFox, Chrome, Safari and Opera already support it. Here is a cool demo of just some of what can be achieved without any plugins.
Previously visualization like this which play music, displays smooth animations, and hooks straight into Twitter, would've been something you'd have to build in Flash or Silverlight, requiring developers to know multiple languages, and viewers to download weighty plugins. Now it's possible to pull this off using just HTML5, which includes support for video and audio embedding, a canvas for scriptable animations and all kinds of other rich content that'll make current HTML based webpages look weak and bland in comparison.
Big names like YouTube are already looking at ditching their Flash player in preference of a full HTML5 offering, it's also fueling the fire heating up between Apple and Adobe over Flash on the iPhone. The latest models of the iPhone coming out will heavily feature HTML5, offering some great features for advertisers that you can check out here.
So grab the latest build of your favourite browser and have a look at what it can do. You'll be seeing a lot more of this before too long, so if your newest gadget's software supports it, consider it a worthwhile feature.
I am sure many of you are aware of the limitations of using fonts on the internet. Traditionally websites have been forced to use a small selection of ‘web safe’ fonts which don’t exactly inspire. There have been many solutions to this problem, most of which have their own pitfalls whether it be due to accessibility issues, poor SEO, being a pain to update or all the above. The most popular solution is sIFR which is a type of flash replacement text. This works by dynamically replacing the required text elements with a flash object containing the text, because this text is now within flash it can be styled using any font. Also because this is done on the fly when the page is loaded it does not impact on search engine optimisation, neither does it affect accessibility because a ‘hidden’ copy of the original text is left in place for screen readers.
So you may be thinking that the problem has been solved? Well not exactly... Having used sIFR on a number of projects I have noticed many areas where it doesn’t play nicely and inadvertently breaks something or ends up looking wrong. And because this is supposed to be a ‘simple’ solution you can’t quite style the text how you would like in all situations.
So after becoming increasingly frustrated with sIFR and not being able to find a better alternative I decided to write my own which would do exactly what I wanted. So without any further delay I would like to introduce WWIFR (or Wickedweb Inline Flash Replacement, for the want of a better name) to the world... wide web. Actually this is not me introducing WWIFR at all, because without knowing it you have been seeing it all over this website.
The benefits of WWIFR over sIFR are many, but the biggest bonus is that it can be styled in more ways than you ever could with sIFR, and because I wrote it I can update it to accommodate any styling I desire.
Contact us to discuss your digital requirements
Tel. +44 (0)20 7183 4999
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