Billington Cartmell, Brave and Closer Live :: Technical Director
I was appointed Technical Director of Billington Cartmell (www.bcl.co.uk), their sister adverting agency, Brave (www.brave.co.uk) and their experiential arm, Closer (www.closerlive.co.uk) in January 2012. The group of companies between them represent a phenomenal array of leading clients including Carlsberg, Panasonic, Sennheiser, Philips, Unilever, Kraft, GSK, Lexus, Morrisons and Ernst & Young.
Ellas Kitchen :: The Big Outdoors Facebook App
Whilst at Billington Cartmell i was responsible for the Big Outdoors Facebook App that allowed parents to upload ideas for outdoor activity ideas for their young children. The best ideas were then put into leader-boards and the users could then vote on them. The response was very positive and many parents commented on how useful it is. I was responsible for the entire build and it was done using my own bespoke Facebook/Wordpress framework.
Ellas Kitchen :: Create your own TV Ad Facebook App
Billington Cartmell were asked to create Ellas Kitchens first integrated advertising campaign. I was involved at the story board stage and briefied to source the right type of flash animator to ensure the streamlined portability of their assets for use in the Digital side of the Campaign (both on the website and within Facebook as an App). The idea within the digital execution was for users to recreate the TV advert but, in addition, being able to personalise the content with pictures of their children and their own messaging. It was to be built in flash utilising my bespoke Facebook / WordPress framework.
Ellas Kitchen :: Spin to Win Facebook App
The Ellas Kitchen ‘Spin to Win’ Facebook App was a flash-frontend, php-backend game by which users had to spin a pin wheel on the screen and whatever item it finished on was the item that the user one. Most prizes were voucher based and the fulfillment of these was done via Coupons.com. The ease of use and the significant discounts trough the vouchers combined to make this a very successful campaign with thousands of new ‘Friends of Ellas’ being signed up. This project again used the WordPress framework I created to power both the flash communication with Faceboook via JS and the Php backend for the game.
Ellas Kitchen :: Global Website, Email and eCRM Platform
Ellas Kitchen, a Billington Cartmell client, is one of the worlds leading organic baby food manufacturers and i was responsible for the build and roll out of a new eCRM platform that consisted of a multi-site WordPress-based platform for websites with email, Facebook and customer service functionality built in.
Global Website Platform with Localised Sites
The website was designed on the clients request to emulate the cartoon look and feel of the brand including ‘wiggly borders’ on all assets. The site was a full rebuild mainly in PHP and HTML5 with the odd flash asset for selected animation. Full localisation for European territories, America and Australia is possible and further territories could be added at will. All content and functional modules could be seamlessly deployed between territories creating both content aggregation, convenience and economies of scale. Customer details were also stored centrally and a Single Customer view was achieved that proves invaluable in email marketing and intelligent design and communication. eCommerce was the most recent addition to the platform enabling all their products to be purchased and their inventory to be managed centrally.
Part of the eCRM Platform was the ability for the client to login and create targeted email campaigns at will from editable templates that we had designed for them. Using Campaign Monitors API we seamlessly connected the global customer view from the websites and Facebook apps into a filterable mail list enabling detailed user segmentation for the creation and serving of highly targeted messaging.
The final significant piece to the Ellas Kitchen eCRM platform was the Facebook App management technology that we encoded within the environment and ran off a multi-site SSL. This enabled Facebook Apps to be deployed as easily as a new site, containing all the predefined generic functionality that apps require like like-gates, accepting permissions, sharing, identifying top ten friends, storing user data etc. The only ‘work’ that needed doing was the creative and content layer to sit on top.
To find out more about the Facebook Apps I technically directed for Ellas Kitchen please click here.
John Frieda :: 'Bag a Box' Facebook App
Whilst at Brave, I was responsible for an amazing, yet challenging, build for a John Frieda App on Facebook. Called ‘Bag a Box’ the app was a HTML5 game based on the principal of snaffling, whereby users could grab an evening wear item that they want from the previous owner and if they happened to ‘own’ the product when the winning moment passed they would win it. Luxury items like handbags were featured creating a very competitive environment for people to participate ensuring masses of users and sharing. Technically we had to ensure that the server was correctly load balanced for the anticipated demand and that latency etc were minimised as much as possible in order to make the best experience possible for potentially hundreds of simultaneous requests. Other areas involved overseeing the back-end code and ensuring the future portability of the code into similar projects or creative executions.
Dyson :: AirBlade Facebook Campaign
Whilst Technical Director at Brave (part of the Billington Cartmell Group of companies) I oversaw their client, Dyson’s Facebook Campaign to nominate public restrooms in America for an AirBlade sponsored makeover! Users could self nominate a restroom by adding it to a searchable database then leave comments and votes on it. The leader-board mechanic dictate which restrooms needed making over and the winners received a full refurb including Dysons revolutionary AirBlade hand driers. My role as Technical Director meant i had visibility of the concept pre-client allowing me to rework some of the mechanics due to challenges such as pre-moderation, data integrity through spelling mistakes etc and UX considerations.
Surf :: Gorgeous Laundrette Facebook App and Banners
At Billington Cartmell, we created a Gorgeous Laundrette Facebook Game based in Flash in which surfers were put in charge of a male model, Danny, who was at their every whim. I was involved throughout the entire process from signing off the concepts pre-client, to writing the technical specifications, working out costs, and managing both the Flash and Php development and QA on the project. The app was, as usual, built upon my WordPress based framework ensuring maximum build efficiency and cost-effectiveness. In addition I was also responsible for seeing the game ported to Flash teaser banners to be served on the DoubleClick network.
Wrigleys Airwaves :: Facebook App and Digital Advertising
Billington Cartmell were asked to reposition Wrigley’s Airwaves chewing gum from a medicinal decongestant to a product that offers consumers mental refreshment. The resulting award winning fully integrated campaign celebrated the effect of Airwaves’ unique menthol kick under the strapline and rebranding, Pocket Some Pow.
The result used visually impactful cartoon-style graphics across various media, from outdoor advertising and press to digital, social media and in-store sampling. As Technical Director i was responsible for overseeing the Digital aspects of the work which included a multi-level PowMan game on Facebook, Rich Media Banners in both HTML5 and Flash on DoubleClick and Digital Billboard advertising nationwide, Social Media channels and a series of bespoke Tube and Stadium digital advertising positions.
Sennheiser :: Labyrinth Collaboration Event and Facebook App
Billington Cartmell had a very successful music and performance arm, developed to marry brands and celebrities in a complementary marketing synergy. Artists like Plan B, Kylie Minogue and Dynamo teamed up with brands like Lucozade and Lexus for some award winning collaborative campaigns. One of these collaborations involved Sennheiser, a client, and Labyrinth teaming up to target the booming teenage headphone market that was increasingly dominated by brands like Beats Audio. I oversaw the Facebook competition from a technical perspective in which winners could spend time in the studio with Labyrinth and then assisted in the R&D on the event side which involved professional photographers compiling branded adverts emulating the campaign with pictures of attendees in the place of Labyrinth.