Social Marketing

Paddington Bear App
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Paddington Bear App – HarperCollins

Paddington Bear App – HarperCollins

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Client
HarperCollins Children’s Books

The brief
Following the success of ‘The Heart and the Bottle’ app, Bold were commissioned to turn six of HarperCollins’ biggest selling children’s books into animated app products, using original illustrations. This six included ‘A Bear Called Paddington’ by Michael Bond.

In doing so, we needed to tell the story in a compelling way for touch-screen readers, but remain faithful to the charm of the reading experience that has made Paddington a national treasure.

What we did
Remaining true to the original story, we built new ways for users to engage with the app. We developed and delivered the entire app creating the concept, the user experience, design and animation, as well as the technical development and the marketing strategy for launching the new ‘Paddington Bear’ app.

This classic book has been brought to life through interactive touch points, a range of activity features were developed, whilst creating an interface and design that is sympathetic to the original illustrations.

We made technical advancements by designing a new, reusable technical framework that provides entertainment as well as integral marketing tools such as a sharing functionality e.g. ‘read and record’ function where users can record, save and share their own reading of the book using audio or video. A photo application also allows users to take a picture with Paddington and share it to their networks to win a competition with the National Portrait Gallery.

“The ‘Paddington Bear’ app is a beautiful new way for parents and children to read and experience my story together. Paddington awards it 5 marmalade chunks – and that’s out of 4! I am delighted with it.” – Michael Bond, author of Paddington Bear

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Txt Up Anti-Bullying website – T-Mobile & Timebank

Txt Up Anti-Bullying website – T-Mobile & Timebank

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The brief
T-Mobile approached Bold Creative with evidence of the growing and worrying phenomena of mobile bullying amongst young people. Bold was tasked to raise awareness of this with T-Mobile’s young customers and provide anti-bullying support through mobile phone technology and digital platforms. The brief dictated that the young people’s opinions and experiences of bullying were to directly lead on the creative output of the project.

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What we did
Bold ran creative workshops with the targeted youth groups, which helped to distil and identify the different forms that bullying takes. These peer-to-peer, youth specific experiences and insights formed the backbone of the campaign.

Bold then created a series of animations with a selection of emerging young talent, tackling a range of different scenarios that young people could empathise with. The animations were then distributed via various digital platforms and social networking sites, as well as being linked from the official T-Mobile and Timebank sites.
A dedicated support website provided the facility for young people to upload tips and advice; these were then rated on their usefulness by other users. The winning tips were sent out to subscribers, ensuring the information and advice was genuinely useful to the target audience.

A ‘making of’ film about this initiative available here: http://vimeo.com/3383381

Success

  • The design was created directly with the young people themselves which ensured it engaged and resonated with the target audience
  • Bold created a ‘safe space’ for the young audience to share and air grievances and experiences
  • The project created a strong feeling of ‘you are not alone’ amongst the peer-to-peer audience, creating a centralised space for guidance and solidarity.

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