Kraft Design & Branding THE WIRE by Taxi Studio

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THE WIRE

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Industry Grocery and Other foods
Media Design & Branding
Market United Kingdom
Agency Taxi Studio
Creative Director Spencer Buck, Ryan Wills
Released April 2011

Credits & Description

Category: Promotional Item Design
Advertiser: KRAFT FOODS EUROPE
Product/Service: TASTY BRANDS
Agency: TAXI STUDIO
Creative Director: Spencer Buck (Taxi Studio)
Creative Director: Ryan Wills (Taxi Studio)
Managing Director: Brian Mansfield (Taxi Studio)
Designers: Taxi Studio Team (Taxi Studio)
Website Development: Proximity (Proximity)
Media placement: Soft launch, training day - Launch Event - Mid March 2011
Media placement: Direct mail - Distributed to KFE's marketers - Mid March 2011
Media placement: Guerilla Stickers - Teaser campaign throughout organisation - Mid March 2011
Media placement: Posters - Launch campaign - Late March 2011
Media placement: Internal "The Wire" platform - Internal Website - Early April 2011
Media placement: Supporting launch materials - Throughout organisation - April 2011

Describe the brief from the client
Business Challenge:
KFE marketers and agency partners were stuck in a rut, reinventing the wheel when it came to insights, competitive intelligence and creative campaigns due to a lack of communication and sharing of ideas or knowledge within the business across the continent.
Project Brief:
Brand a ‘social networking’ style internal knowledge sharing platform for KFE's 600+ marketers and create a buzz to captivate their imaginations about the upcoming launch.

Describe the challenges and key objectives
Key Objectives: For the Kraft Food Europe's (KFE) marketers to 'Share, learn, connect and reapply'.

Describe how you arrived at the final design
Design Solution:
We developed ‘The Wire’ as the place to connect with new people in new ways. Reminding KFE's marketers to plug into the latest activity and break down conventional silos. The branding acts as a visual metaphor. It literally connects person A to person B.
For the launch, we uncovered a witty and genuine brand insight about KFE's brand marketers: they're a bit obsessive about their jobs! We translated this into a 'brand obsessive' campaign idea to tease and then explain the benefits of ‘The Wire’ platform and make light of this unique, shared trait in KFE's brand marketer's DNA.

Give some indication of how successful the outcome was in the market
The success is ongoing. However initial responses from the client were:
• Our successful launch promotion has more than doubled the number of Kraft Marketing activities to 450 activities.
• Since going live 900 activities and inspirational posts have been shared.
• Every business day around 40 people connect to The Wire.
• The user experience online is perceived as highly positive.