We proposed a campaign that captured Tiptree's ‘best of British’ ethos, showing off their premium products with a high-end, bright TV spot carefully targeted to reach consumers of their competitors using AdSmart from Sky.
The creative concept was designed to reflect the brand heritage and premium status by highlighting a series of scenarios where discerning people might encounter Tiptree conserves in premiere locations, and yet still delight in 'the preserve of good taste' at home too. It was entirely aspirational but nevertheless produced within a strict budget.
The production involved some challenging locations – a first class flight, an afternoon tea at a luxury 5 star hotel in London and a family sized show home.
Our budget allowed for a two day shoot with a cast and crew of around 15. We had 4 locations with 7 set ups, so good recces and logistics were crucial.
Our production team shot on a RED Dragon with Cooke S2/3 lenses – the Dragon gave us the the latitude we needed to capture all the detail in the sunny scenes and the Cooke’s gave us the classic ‘Cooke Look’ – much sought after by DOPs for an organic, flattering appearance.
We cast a family made up of actors who had all worked together before – this helped things move smoothly on set, and recruited some brilliant homegrown talent and top brands to supply wardrobe and props.
A very modern and stylish interpretation by 'The Bird and the Bee' of a classic Goffin and King song; ‘I’m into Something Good’, established a recognisable and stand out music track.
The audio was reinforced by the brand strap line “The preserve of good taste” voiced by Fiona Fullerton.
A 30 second TV spot was cleared through Clearcast for Sky AdSmart, and an extended version was used online.
Our media plan delivered 110% impressions to target audience and year on year sales went up 10%, exceeding the £40m mark for the first time in Tiptree's history.
Short campaigns geo-targeted around the venues using linear TV via ITV micro transmission areas, VOD via ITVX and AdSmart from Sky.
Preserving Good Taste with Tiptree. The strength of the brand was employed to influence market share using carefully targeted video creative.