How embracing diverse emotions unlocked new audiences for the National Trust.

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The National Trust is a much loved and highly supported organisation amongst those who know it well. But among a younger and more diverse audience it’s at best not thought of at all, and at worst highly misunderstood. To unlock visits, memberships, donations and even public support, the National Trust needed a big idea that could talk to everyone over the long-term, but that also resonates with those audiences not yet connected to the brand.
As an agency with a deep understanding of this audience, we were proud to partner and collaborate with the National Trust’s in-house creative team on this campaign of inclusivity.

Business challenge

As the largest conservation charity in Britain, the National Trust has a diverse range of sites, properties and green spaces. Each of these can evoke a whole range of feelings in its own right. As a reflection of this, the National Trust’s role was found in an open invitation for everyone to feel it all, no matter their age or background.
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BRAND ROLE

Working with the National Trust creative team, we developed the idea of ‘Space to Feel’ showing that visiting a National Trust property can unlock a wealth of emotions – whether that’s a property or a more nature-based site.
The film execution played into National Trust’s ‘for everyone’ focus, whilst challenging preconceptions of who the National Trust is for.
In the film we follow Mya, her school friends and importantly her characterful yellow backpack on a National Trust visit. Knowing that young adults can often be reserved and self-conscious about their feelings, Mya’s emotions are shown through the facial expressions of her backpack. Even if teens don’t always show it, these are the feelings the National Trust can unlock.
The backpack execution was targeted at a younger demographic, across a variety of channels including Instagram, TikTok and YouTube. It was also broadcast on BVOD, and with cinema on the plan – the creative had the opportunity to feel impactful through large cinema screens.
Alongside this, the wider campaign was supported with large format OOH. These showcased different National Property sites; using impactful visuals and the campaign line ‘Space to Feel’ to evoke the feelings unlocked by the Trust’s properties and landscapes.
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COMMS IDEA

As this campaign is brand new, we are awaiting results, but the reaction to the campaign has been exceptionally positive so far.
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RESULTS

Quiet Storm | National Trust - case history

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Quiet Storm | Chicago Town - case history

Chicago Town - Quietstorm

How letting out the inner child proved globally appealing for Haribo

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Haribo Kids Voices TV advertising by Quiet Storm

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To deliver a consistent, brand-ownable idea that could run globally to support and grow Haribo in both established and development markets.

There’s a simple joy in opening a packet of Haribo: it’s an antidote to a world that can seem overly grey and serious… a chance to let your hair down and forget the pressures of life. For a brand that wants to do right by not targeting kids directly, we saw this ability to ‘bring out the child inside’ as a positive role Haribo could play, bringing small moments of childlike happiness to the world whatever your age.

Speaking to the inner child rather than a specific demographic has given a clear direction to all of Haribo’s comms activity, most famously and impactfully on TV. In a simple yet potent dramatising of Haribo’s ability to release the child inside all of us, having adults speak, very literally, with the voices of real children, authentically captures the spontaneous joy the brand brings whether you’re 16 or 60: a universal truth that can travel the world. This insight has informed everything that Haribo does across all their channels: we’ve created short social-only content for Halloween, and mobilised the social community to show support for their favourite Haribo pieces to win branded merchandise. We’ve even inspired Haribo fans to create their own versions and post them on social media! We’ve also developed platforms for other agencies to activate against.

Comms Idea

With over 50 ads across 23 countries, our success includes reinforcing Haribo’s dominant position in the UK and overtaking own label for the first time, a double digit return to growth in the brand’s German home market, and a household  penetration increase of over 100% in the US. Kids’ Voices have been rated within the top 1% of most impactful ads ever researched using Millward Brown’s Link Test.

Results

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Behind the scenes with Quiet Storm at a Haribo Kids Voices TV advertising shoot

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Quiet Storm | Haribo - case history

Haribo - Quietstorm

Haribo

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How celebrating the Vimto Spirit has propelled the brand to its highest sales ever

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Vimto TV advertising by Quiet Storm

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To take Vimto from strong regional player to successful national brand, with limited spend in a highly competitive market.

BUSINESS CHALLENGE

Vimto has always been a bit different, refreshingly so, and we felt that same potential to zig where others zag is in all of us whether we realise it or not: we call this the Vimto Spirit. So, where society pressures us to look and be a certain way, we wanted the brand to take a stand for being true to ‘you’, helping people discover and embrace their own difference, and to nurture it in others…even if that’s no more than a love of Vimto.

Demonstrating the importance of a flexible, overarching comms platform, we have now celebrated the Vimto Spirit in various integrated campaigns targeting very different audiences.
We’ve given an ‘I See Vimto In You’ shout-out to teens wanting reassurance about doing their thing, and encouraged parents to ‘Find Your Different’, whether that’s their own or their kids, celebrating the refreshingly different in every touchpoint. Throughout the campaign we rewarded people who demonstrated this spirit &#8211; from those who clicked banners (when told not to) to access unique content, or those who looked when they shouldn&#8217;t in our immersive Vimto experience.

With TV delivering ROI more than twice the FMCG norm according to IRI econometrics, Snapchat share rates 72% above norms, and digital engagement 8x industry benchmarks, celebrating the Vimto Spirit has been hugely successful for the brand. Not only did we help Vimto reach its highest sales ever, this was also the brand’s first time over £100m sales, its first appearance in the Grocer Top 100 and, in what was possibly the most rewarding achievement, the first time it had overtaken Ribena to take the no.2 slot in its core squash market.

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Vimto activation PR and sampling by Quiet Storm

I See vimto in you

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Behind the scenes with Quiet Storm at a shoot for Vimto TV advertising

FIND YOUR DIFFERENT

Quiet Storm | Vimto - case history

Vimto - Quietstorm

From cheap and cheerful to ‘a brand that really gets me’

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On The Beach TV advertising by Quiet Storm

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To drive trust and great value for money in order to steal share from traditional tour operators in a very undifferentiated category.

On the Beach understands beach holidays. They know that for their customers nothing is better than the time they spend in the sun, thus they are committed to helping them get more out of their holidays and always have the best possible experience. From making the booking process easy, to offering unique perks like free fast track and lounge access at the airport; from great hotels and locations to peace of mind guarantee. With On the Beach people always get MORE holiday.

Christmas is the happiest time of the year… isn’t it? Well, scrap that. Because for a lot of people Christmas is a distant second: their beach holiday is by far the most exciting time. The one they dream about for 50 or 51 weeks. A time of freedom, when rules are relaxed and all they have to do is have fun. Which is why when the time comes, they truly want to squeeze every grain of fun out of it. We wanted to celebrate this. With the ad launching on Christmas day – we put a spin on the Andy Williams’ Classic Christmas song, re-writing the lyrics to show that with On the Beach your holiday is the most wonderful time of the year. We created 3 TV ads, one for brand and two others promoting the free fast track and lounge access perks.
As part of the launch day we created a 40” of the brand ad which led with a 10” introduction from Sir Trevor McDonald voicing that the most wonderful time of the year is just around the corner. This aired between 9-10pm on Christmas day, so to remind viewers that Christmas may be over, but the best is yet to come.

The campaign successfully positioned OTB as a fun brand that understands what holidays mean to people and what people really want from their time on the beach. Campaign recognition and brand attribution were higher than average and higher than the previous ‘Ready when you are campaign’. Prompted ad awareness shifted from 13% pre-campaign to 28% post-campaign, and ad recognition and branded recognition were 54% and 23% respectively, vs. 30% and 12% respectively for the previous campaign.
Importantly, brand consideration increased for users of all key competitive brands, with more and more people putting On the Beach in their top 3 holiday providers. Key message recall was very high, with 40% of people remembering the ‘perks’ benefit. The majority of viewers appreciated the fact that the campaign portrayed a real, relatable family and agreed that it shows a sense of humour, is memorable, different, and likeable.

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Behind the scenes with Quiet Storm at the On The Beach TV advertising shoot

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Quiet Storm | On The Beach - case history

On the Beach - Quietstorm

On the Beach

Celebrating EXTRA to bring to life Fage Fruits’ extraordinary eating experience

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Fage print and digital advertising by Quiet Storm

The fruit yoghurt category is possibly one of the most commoditised – even more so after the Covid pandemic, when an increased focus on health led to a flurry of launches and NPD. Who really needs yet another fruit yoghurt? This is the big challenge the Fage brand faced.

For years the Fage brand has been committed to inspiring people to eat better and therefore live better. This means not only eating food that is healthy, but also tasty; food that you truly enjoy and which makes you happy.

The Fage brand is known for its great quality Greek Yoghurt. To fruit yoghurt lovers, though, plain yoghurt is boring. In launching Fage Fruits we wanted to leverage the positive associations with the brand but also challenge the negative ones. Our thinking was simple: when you add amazing fruit to the best Greek yoghurt, you get something truly EXTRA-ordinary.
So we set out to celebrate EXTRA. EXTRA as the Fage Fruits yoghurt, with its extraordinary taste and texture. But EXTRA also as an attitude to life. Those people who live and demand extra from life and the brands they buy. Because EXTRA is truly, always better. 
The idea was brought to life using different larger than life characters. The campaign was launched in the UK, France, Spain, and the Netherlands, and it consisted of print, digital proximity OOH, and social (including YouTube).

The campaign has just launched and we are receiving hugely positive feedback! But we have no results available yet.

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Quiet Storm run a Create Not Hate workshop with Waitrose / the John Lewis Partnership

Quiet Storm | Fage - case history

Fage - Quietstorm

Fage

Redefining the meaning of ‘Made in the UK’ by tapping into and supporting young, diverse talent

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Waitrose / John Lewis Partnership print advertising and activation campaign by Quiet Storm

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Create Not Hate

As part of its mission to become a modern and inclusive business, the John Lewis Partnership wanted to tap into diverse and under-represented creative talent and give them an opportunity to do paid placements with the company.

Britain is becoming more and more diverse. As a quintessentially British brand, the John Lewis Partnership wants to be a brand that resonates with, and is representative of, its diverse audience; from the products it makes to the people it employs and partners with.

What does ‘British’ really mean nowadays? It’s a concept that has evolved a lot, which is why we decided to explore what ‘Made in the UK’ means today. What better way to explore this than to ask a group of young and diverse people? We tasked them with bringing to life what ‘Made in the UK’ means to them. 
We held a series of creative workshops designed to give them hands on industry experience for their CVs and one insight came up consistently: that there is more that unites us than divides us. 
Inspired by this, the young creators came up with the idea of ‘The People’s Potato’. The humble potato unites us all, we all eat it, but we cook it in a million different ways, making it the perfect vehicle for showcasing the diversity and multiculturalism of the UK today. 
This idea was brought to life in a series of digital and print executions including social content, recipes and a magazine cover wrap showing piles of potatoes waiting to be scrubbed and prepared. While the potatoes look much the same, each has a different potato dish written on it – reflecting the creatives’ favourite potato-based recipes.

Four participants were chosen to join the John Lewis and Waitrose creative teams for paid placements. At the end of the placements, one of them got a permanent job in the creative industry. 
Other young people were able to get involved in the creation of the whole campaign and add the experience to their CVs, which opened the door to more work experiences. 
Importantly, the initiative sparked interest in the creative industry by young people who would have never considered it as a career. 
As for the campaign, it sparked a lot of interest. It was featured as Ad of the week in the Drum, was selected as Hot Picks by Creative Brief and delivered 3.2 million organic reach.

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Quiet Storm | John Lewis Partnership - case history

John Lewis Partnership - Quietstorm

John Lewis Partnership

Inspiring conscious consumerism to address economic inequalities 

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Google print advertising and activation campaign by Quiet Storm

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Get Black British businesses to thrive by inspiring consumers to change their shopping behaviour, and empower Black entrepreneurs to grow their business, so people can easily find and buy from them.

Google is deeply committed to helping the economy grow in the UK. 2020 was a very challenging year for Black British Businesses. Already facing systemic discrimination &#8211; Black entrepreneurs in the UK are four times more likely to be rejected for business loans than any other demographic, and those who do secure a loan are subject to higher interest rates (+2%) than white-owned businesses &#8211; the Black Community was also hit the hardest by the pandemic, which only increased economic inequality. Google wanted this to change and make the commitment to help the Black Community survive, recover and thrive in the UK economy.

Nowadays we are very aware that how we spend our money can have a huge impact on the environment. Yet what we’re less aware of – or simply don’t think about – is that it can also impact the distribution of wealth and society overall. This powerful truth was brought to life with the idea ‘Your Spend Has Power’, encouraging people to #SpendBlack and use their power to help make a difference and start to address economic inequality. At the same time, we empowered Black British entrepreneurs to grow their business online, so people can easily find and buy from them.
The campaign culminated with a full ad-takeover of the Observer Magazine. With over 500,000 readers, the magazine supported our audience criteria; open to learning about societal issues, and acting on making changes to create a more equitable society. The 22 page campaign featured 13 entrepreneurs, consciously covering a wide breadth of businesses from organic dog treats, to a publishing house for Black authors.

Nearly half of The Observer readers said the campaign inspired them to SpendBlack. 60% of people who saw the campaign said they felt that Google is supporting Black-owned businesses in the UK.
The Black-owned businesses featured saw increases in sales and awareness:
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<li>‘Village and Home’ reported an 1,200% increase in website visits.</li>
<li>‘The Clean Tea Company’ saw a 50% increase in sales.</li>
<li>‘ColorBlend Makeup’ founder Kesha Williams witnessed a massive increase in social-media engagement and sales. She also said that the campaign has definitely added to the brand’s credibility and visibility, which is exactly the support she needed for her business.</li>
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Google print advertising and digital campaign by Quiet Storm

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Behind the scenes with quiet Storm shooting the Google print advertising and activation campaign

Quiet Storm | Google - case history

Google - Quietstorm

Google

Glamourising the disinfection category to get more and more people to fall in love with Zoflora

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Zoflora TV advertising by Quiet Storm (green jumpsuit)

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To drive brand awareness, salience and penetration in a largely undifferentiated and very competitive, and support a rapid roll out of NPD without diluting the brand.
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More than 100 years ago the main disinfectant used to clean public spaces, like cinemas and dance halls, smelt terrible. Zoflora was created to solve that issue, making disinfectant smell like perfume, so community spaces could be enjoyable places for everyone. To this day Zoflora continues to uplift and energise homes and communities with its amazing fragrances and growing range of products.

You would never expect a disinfectant brand to be something people obsess about. Yet this is the case for Zoflora. Its lovers, who call themselves ‘Zoflora addicts’, even refer to using the brand as ‘Zofloring’ rather than cleaning or disinfecting.
In a largely functional and performance-based category, Zoflora offers something different, bringing a bit of glamour and joy to otherwise mundane and boring tasks. Basically, whether it&#8217;s disinfectant of floor wipes, it just does things more beautifully than its competitors. We brought this idea to life through the line using distinctive creative that breaks category conventions, showing very little cleaning and using stylish bursts of explosions of ingredients to deliver amazing fragrance. All wrapped up in the ‘Kills Germs Beautifully’ end line. This was later updated to &#8216;Cleans Homes Beautifully&#8217;, once the product portfolio could fully deliver on  wider cleaning promise.
Below the line we used audience targeted dynamic digital display ads that featured different imagery and messaging that reflected the needs of the individual audience profiles. We also chose some stand out high impact creative formats that really disrupted people’s online behaviour. The strategy was then rolled out by the agency group into social campaigns designed to engage new users coming into the brand, website redesign and POS executions.
This was an uplifting idea that could flex to any product within the portfolio, whilst also building a consistent and recognisable brand that stands apart from it&#8217;s competitors.

Short term results were immediately impressive. Comparing the 4 weeks after launch with the 4 weeks before launch, Zoflora’s value share grew 24%, value sales grew 14%, and 4 week penetration grew by an incredible 43%.
Looking at the longer term Zoflora saw a 7% y.o.y growth between 2021 and 2022 (in a market where sales were down -3.8%). And from 2022 &#8211; 2023 &#8216;Brand Worth&#8217; increased from £38m to £47m. Our uplifting, and beautifully different campaign had helped them transition from a single concentrated distinctive brand to a successful household cleaning brand with a collection of products and fragrances.

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Zoflora print advertising by Quiet Storm (green jumpsuit)

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Zoflora brand design guidelines by Quiet Storm (green jumpsuit)

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Quiet Storm | Zoflora - case history

Zoflora - Quietstorm

How the science of wellbeing delivered premium-priced sales success for Yakult

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Yakult TV, print, digital and activation campaign by Quiet Storm

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To bridge the gap between Yakult’s high awareness and much lower consideration in the face of Actimel: the bigger spending, always promoting, market leader which was half the price.

Though health and wellbeing is an increasingly important consideration for us all, confusing (over)claims that are unsubstantiated at best, and fluffy mumbo-jumbo at worst, leave people unsure of the right thing to do. By combining 90 years of health science expertise with Japanese origins that imbue the brand with softer wellbeing associations, Yakult is the antidote to all this by providing much needed wellbeing reassurance.

Built on the ‘science of wellbeing’ platform, all our activity is designed to position Yakult as the brand to trust in a confusing category. Central to this was a fame-building integrated campaign, that playfully poked fun at Western misconceptions about Eastern wellbeing traditions, positioning Yakult as the little bottle of science (not magic).
The wellbeing theme informs all of Yakult’s social activity which is made up of tips, hints and micro influencer content. We even applied this to an experiential AR mirror in Waterloo station, as well as tube card panels.

The pan-European campaign was activated in multiple markets where we established an ownable positioning that defined a clear role for the brand. This translated to 15% growth in a market that is down 5%, whilst allowing Yakult to retain it’s significant price premium. We achieved 70% above norm in creative distinctiveness in IPSOS brand tracking and social post engagement went up 130%.

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Quiet Storm | Yakult - case history

Yakult - Quietstorm

How Icee's frozen flavoursome kaboom of taste took the cinema going experience to a whole new level

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The original! The ‘world’s biggest’! A genuine American icon! But carbonated slush brand ICEE had never been available in the UK before. So getting distribution in cinemas was going to be a challenge. The big 4 chains only stocked one slush: Tango Iceblast – an iconic ‘famous name’, much-loved by teens. To swap this proven seller for an unknown quantity was a big risk. And availability alone was no guarantee of success – there are lots of other cinema treats on offer. With limited comms budget to get noticed, we needed to launch ICEE with a bang.

The cinema is about escaping the everyday to a different, more stimulating reality. Cinema goers look to enhance this time of escape with the food and drink they buy. Bringing freeze, fizz and flavour in a combo that out-performs key competitor Tango in taste tests, ICEE’s role is to intensify the cinema experience, making every moment more vivid.

Trading on our American heritage (the ‘home’ of the movies after all) and intense product experience, everything ICEE does should go above and beyond, making things bigger and better. So with a huge dose of OTT irony (helped significantly by the instantly recognizable voice of the ‘EA Sports guy’), distinctive visual style, and flexible TTL execution, we demonstrated how ICEE took going to the cinema to a whole new level. How? By letting all our senses Experience The Experience like never before.

Initial research showed campaign potential: 75% agreed it gave a better impression of ICEE and 77% that they were more likely to consider buying. But the real proof was in sales performance: the initial Cineworld launch was a huge success, with sales 6% above Tango levels (important as this had been a guarantee in the contract, which would have been voided otherwise). This proven success was then leveraged to usurp Tango in a second chain (Showcase) with a third in discussion. Overall, we helped take ICEE from a standing start to £74m in 2 years.