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The brief DHL provided was one of the most challenging we’d ever encountered, and represented a task that was the very definition of a ‘logistical nightmare’. It required us to plan, create and launch an internal multi-country initiative program for DHL’s emerging markets region; the objective of which was to expose their new First Choice initiative to the workforce within the emerging world, and inspire each of them to absorb the philosophy, feel more included in the future of the business, and implement what they’ve learned within their everyday working lives.

So that’s exactly what we did.

With this project, we wanted to take a completely fresh approach that would redefine the way the client communicated with employees. We did this by transforming a Formula One racing truck into an innovative mobile communication experience that could launch the program anywhere in Russia, Middle East or South Africa. The First Choice truck allowed us to spread the message our client wanted to convey to 80-90% of the workforce – either in or around their office or workplace.

It’s a revolutionary program that has been changing an entire working culture… and the journey continues.

During the initial months of the truck being active, it exposed thousands of DHL employees to the First Choice program, covering a distance of almost 8,000 miles, taking in countries as diverse as northern Kenya, Bahrain and Turkey. It has been so well received across the visited areas so far, that we have since created a Flight Case version for remote areas that can’t receive the actual truck. These Flight Cases feature elements that exactly replicate the First Choice truck, but fold away into just 21 cases suitable for transport via air, land and sea.

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Cabo São Roque is a 3500 acre residential and lifestyle resort currently under construction in an up and coming area of North East Brazil – a resort that’s set to become unique in its category; with residential units that will sit alongside global hotel brands and world class sporting facilities, all with high profile celebrity associations.

It’s a ground-breaking development concept, and Maverick were delighted to win the opportunity to create a global marketing strategy, brand and positioning (encompassing the distinctive celebrity brands) – with the ambition to generate product awareness, create solid leads and demand, and ultimately to sell the residential properties within a given time frame.

We responded by thoroughly researching the target markets, of which there are many, and producing a comprehensive strategy that allows Cabo São Roque to work as an umbrella for the globally established brands that are already on board or will join along the way. The strategy encompassed the full marketing mix, crossing brand identity (including brochures, hoardings, website, signage, merchandise, marketing suite and advertising) an on & offline media plan, and an events plan which included a global road show.

The concept has recently been signed off by the full development team and we’re now well into the advanced stages of developing a high profile, international campaign that promises to be as ambitious as the development itself!

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What Findus originally asked of us was not something that could be contained within a traditional creative brief. They required something much more than that. They were looking for a “Great Business Idea”.

The company, along with the majority of the frozen food sector, had suffered significant decline in market share, so the requirement was not just for a refresh of the brand and the removal of colours, preservatives etc… this campaign had to represent a wholesale change in direction.

Sub-brands were required for snacks and children’s ranges, with ready meals requiring a comprehensive overhaul in order to break back into the more profitable ABC1 category. At the same time, the brand, which enjoyed strong recognition within the marketplace, needed to remain recognisable, despite this reinterpretation.

We responded by changing the segmentation of the product, into premium range, mid range, and snack ranges. This was essential to make the change in creative direction believable and to bring the heat back to the frozen sector. Secondly we engaged Jean Christophe Novelli to redesign these ranges with fresh ingredients, no preservatives and no colourings. This was based around ‘Restaurant quality frozen food’. Thirdly we changed Findus’ market positioning to reflect this new direction… creating the new strapline, ’Freshness in your freezer’.

The concept was launched to the press in late 2006, and was very well received - selling out in 6 weeks. The rebranded products were rolled-out across the UK, and feedback from consumers has been just as positive. A targeted press and TV campaign complimented this activity very shortly after. Subsequently, Findus have become the fastest growing frozen food brand in that sector.