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re-launching Chrysler in the UK February 6, 2012

Posted by nicholas gill in Chrysler, DCH, Doner, Ypsilon.
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There’s some exciting things happening at Doner. The first of which is our re-launch of the Chrysler brand to the UK market. We have totally re-developed the brand positioning and strategy that differentiates us in a hugely competitive market. And we have a really compelling integrated campaign that broke last night with a 60’ brand commercial in the ad break of Sky Sports UK coverage of the SuperBowl final. Two more commercials focussing on the Delta and Ypsilon are being edited and we have a range of press and digital work going live from today.

The new brand positioning, ‘Different is what we do’, draws on the American car manufacturer’s grittier, urban, no-nonsense reputation and makes it relevant for the UK market with a range of cars that includes the familiar Grand Voyager and 300C but now embraces the smaller C Class Delta and B Class Ypsilon.

It’s been keeping me and few others somewhat busy for the last 3.5 months. It’s been a blast being a creative partner as well as the planner on this.

Some words on the campaign in AdAge. And yes, the choon is by Jay Z.

Update: 15.02. 

And here’s the new Chrysler Ypsilon ad that was released into the wild this week.

Please note the videos are only viewable in the UK due to music rights restrictions.


strategic digital integration April 8, 2011

Posted by nicholas gill in advertising, DCH, digital, integration, social media.
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We’ve been helping clients to become more social and more digital. In an integrated way. This is part of how we’ve been helping them.

developing social content October 28, 2010

Posted by nicholas gill in content, DCH, download, social media, strategy.

Recently, a number of our clients have expressed an eagerness to enter the social space. Rather than just “give them a Twitter”, we’ve developed a strategic framework for developing social content as part of DCH’s Socialising the Brand programme.

We wanted to share the work for it to be collaborated on. This is version 1.0, released October 2010. Please share it and let us know your thoughts.

The spreadsheet for the social content plan can be downloaded from the box.net sharing widget on the right hand side of this blog.

The presentation provides some context of where you get your content from and what form it needs to take and a framework for creating it. The spreadsheet provides a more granular pro forma for your social content including guidance, high level content overview and weekly planner with baked in impact. Of course, it’s missing the magic creative bit. For that, you’d need to come to us.

Twitter | Facebook | LinkedIn |nicholas.r.gill@gmail.com

Why consumer behaviour is driving a change in thinking about integration – published in Figaro Digital September 24, 2010

Posted by nicholas gill in DCH, figaro, integration, social media.
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I’m thrilled to be published in Figaro this month with the DCH current focus on the new integration. We’ve already had some great feedback direct from readers of the magazine and we’d love to know your thoughts. The online version is here and you can also read a longer version in our downloadable PDF.

Twitter | Facebook | LinkedIn |nicholas.r.gill@gmail.com

DCH download, september 2010 September 7, 2010

Posted by nicholas gill in advertising, brand, DCH, digital, download, social media, thought leadership.
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We’ve done this over at DCH Towers. Over the coming year, we’ll be trying to create range of DCH Downloads highlighting the latest trends, interesting information and general stuff that we believe will make a difference to you and your brand.

In this DCH Download, we take a look at the changing way we use the interweb, Facebook’s entry into the geo-location wars, and the new way to make data interesting.

Let us know if you like it and what you’d like to see in a future editions – just email talk@dch.co.uk or get in touch with me here.

See more about DCH.

Twitter | Facebook | LinkedIn |nicholas.r.gill@gmail.com

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