Going behind the lens with Leica

It’s a privilege to work with a world-famous brand whose craftsmanship defines them, but with that privilege comes pressure to deliver work of the highest standard. The latest brief from Leica presented us with this tough but exciting challenge.

The task was a social media-led awareness campaign for Leica’s APS-C system, including the new CL with classic 3-part Leica design, the intuitive TL2 (which has been co-created with Audi), and complementing lenses. These are entry-level camera systems, so targeting strategy and positioning were crucial.

The Crocodile took Leica in a new direction with the #LeicaXMe campaign, which aimed to tell the stories of the people behind the lenses – Leica ambassadors, Cat Garcia and Kim Leuenberger. The concept was simple: two photographers, two cameras, one location.

For efficiency, all campaign content was captured in a single shoot day. Keeping the target audience front of mind guided the focus on ease of use and functionality of the cameras.

The strategy included organic and paid tactics, as well as innovative, high-performing social content formats:

  • Facebook Canvas – This immersive, mobile content format told the #LeicaXMe story through a real 360° view of the two cameras and the variety of accompanying lenses.
  • Instagram Stories – A full-screen engaging mobile format provided a sneak peek into the #LeicaXMe story before the full campaign launched. See the Story highlighted on Leica UK’s Instagram profile (on your mobile) here.
  • Behind the scenes video – A dynamic, engaging look behind the scenes.

Showing the strong personal connection between photographer and camera throughout was particularly important. When you own a Leica, the camera is as inspiring as what you are photographing, and it was key to convey this emotional aspect of the brand through the content.

The campaign harnessed the power of immersive social media content to give viewers a full experience of the two cameras from a real photographer’s perspective, and create the narrative and connection needed to drive high-quality engagement with the target audience.

Giving customer experience the AR treatment

In the business world, so much is focused on offers, acquisitions and sales that it can leave some of the most important people a little overlooked. We’re talking about the current customers: the business bread and butter.

And Nectar wanted a way to thank them, to give them something fun and engaging, a reminder of the good that comes from collecting and spending with Nectar. It had to be different from the usual offer-led emails, but to still give customers something to get excited about.

So we built an email to send to customers on the month of their anniversary with Nectar, to commemorate their ‘Nectarversary’. It showed them the points they had collected along their customer journey, and how many times they had swapped points for rewards along the way. With customers armed with the stats, they now needed only one thing: a way to celebrate.

We created eight AR filters to use through Facebook’s camera effects platform on mobile. Customers could then have some fun and share their Nectarversary news online easily, as the filters open straight into the Facebook app.

The effects include virtual doughnut deely boppers, and a revolving cupcake hat (complete with icing and sprinkles, obviously). Of course, there are seasonal variations; our bow-tie, party-hat-wearing Easter bunny filter was rolled out for March, and there are Halloween and Christmas variations to come. It gives all the fun of a party photobooth, complete with dress-up props, but right from your sofa or your desk at work.

It’s a reminder that in our marketing, we shouldn’t forget the value of things that are fun and shareable. As well as being engaging, they allow the customer to feel valued, creating something that they will enjoy and remember.

Gemalto explores digital ID at Mobile World Congress

At The Crocodile, we’re excited about how mobile provides a great platform for brands to get personal with their customers in real-time. So every year we look forward to learning about the latest technologies revealed at Mobile World Congress. MWC is the world’s largest annual gathering for the mobile industry, and the global focus for every kind of mobile innovation. Over 100,000 people attend the five-day event in Barcelona, while millions worldwide follow the in-depth media coverage.

In 2017, the big mobile trends highlighted include AI, mixed reality, Internet of Things, zero UI and 5G. However, an increasingly vital issue in the mobile world is around identity, security and trust – how can individuals and organisations prove they are who they claim to be?

That’s why our client, digital security leader Gemalto, wanted to make a big splash at MWC with its new mobile ID verification solution – and turned to The Crocodile for a fresh video-based campaign exploring the topic. The solution allows banks and other service providers to easily sign up new customers via mobile and online channels – while maintaining vital trust and security around customer identity. The ID verification challenge to ‘Know Your Customer’ in a digital world is one that Gemalto is uniquely qualified to address.

The Crocodile has created a series of videos featuring ‘Emma’, a busy mobile-empowered millennial, who discovers how Gemalto’s ID verification solutions make it quick and easy to get started as a new customer. The videos integrate live-action performances with green-screened CGi environments and animation, to convey the seamless customer experience Gemalto’s technology enables. The new campaign launches to coincide with MWC 2017, and looks set to ‘verify’ Gemalto’s leadership in the mobile security arena.

Check out Gemalto’s ID verification campaign

Read Gemalto’s MWC blog

Make 2017 Real-time + Personal – download the paper

By 2018, organisations that excel at personalised customer interaction online will outsell slow-to-act rivals by more than 30%*.

Many marketers already agree that personalisation represents the future of digital marketing. However, most are still struggling to get aboard the ‘one-to-one’ at scale train. This paper is a guide to unlocking the potential of Real-time + Personal to deliver sustainable growth and results.

It’s an approach that can transform your brand into an authentic and trustworthy guide along an omni-channel customer journey – forging deeper relationships and more impactful conversations.

Unlock the potential — download the paper

(*source: Gartner report: “Technology overview for customer journey analytics”)