Problem
Not enough people in the UK had heard of AJ Products. They needed a distinctive idea and a UK strap line to build awareness fast.
AJ Products UK – Awareness Campaign
A single big idea – brought to life across video, OOH and bus sides – that made people stop scrolling and start watching.
Swedish family-owned brand with 22,000+ products. UK awareness was low. They needed a UK strap line and a fully integrated campaign to change that.
250,000+
YouTube views in 4 weeks
Multichannel
YouTube – OOH – Bus – Press
From scratch
Idea – Character – Tagline – Song
Watch the campaign that hit 250,000 views in four weeks.
“All Your Workplace Needs” – the UK strap line I created that carries the brand across every channel.
Secondary line: “It’s the little things that make a big difference.”
Insight
In Sweden, ants are known as team players and hard workers. A small character with a big personality could humanise the brand and make it memorable.
Idea
AJ the Ant – a distinctive brand character – and the UK strap line “All Your Workplace Needs.” A single idea that travels from video to OOH to bus sides.
Execution
I created everything from scratch – the big idea, the character, the visuals, the strap line, and the secondary line “It’s the little things that make a big difference.”
Research
I actioned research groups with the target audience that presented my three big ideas. The strap line “All Your Workplace Needs” and AJ the Ant were universally loved – so we ran with them.
The Film
Humour and anticipation made it bingeable. It opens on an ant putting on roller skates in a lift – unexpected, playful and impossible to ignore.
OOH
Bold, character-led posters that build instant recall. The small character makes a big difference – visually and strategically.
Bus & Press
Bus sides and press ads carried the same idea through the streets and into offices – keeping the brand top of mind and easy to recall.
Role
Creative lead end-to-end – I came up with the big idea, wrote the UK strap line, created the secondary line, co-directed the film, and co-wrote the song.
Result
Quarter of a million views on YouTube in 4 weeks, a dramatic rise in UK awareness and fantastic feedback from both the client and audience.
Want a big idea that threads through every channel and delivers results?