Happy Birthday to the Barcode!
GS1 UK is the world’s only authorised provider of GTINS, the unique number that each barcode represents – and as the humble barcode turned 50 we embarked on showing the world how these stripey black lines have and will continue to revolutionise society.
They are used 10 billion times a day; have revolutionised the industry; and hold huge potential for the future – yet few know their purpose or creator. Our campaign sought to change that.
We used a combination of powerful storytelling about the barcode’s origin (it was invented in the sand on a beach!) alongside GS1 UK’s expert analysis and insightful consumer research to create a campaign which educated and altered perceptions around this revolutionary invention.
The campaign resulted in 225 pieces of coverage with excellent message penetration, reaching an audience of 450M. Highlights included a 20-minute segment on BBC World Service, a full page in the Daily Mail, page two of the Sunday Times, BBC News Online and a brilliant analysis in the Metro.
“It has been a pleasure working with Red Brick Road on our brand strategy. They ensured the process was easy, enjoyable, and challenged our thinking in a really positive way. Not only are they exceptionally talented they are great people to work with. It made a refreshing change to work with an agency who listened to us, understood our challenges and the market to guided us to a unique position that satisfied many stakeholders. All of this in a very short time! We couldn’t have asked for a better fit and we hope to work together again soon.”
“Thank you to the whole team at Red Brick Road for delivering an amazing campaign and helping us get the ice cold secret out there!”
“Thanks to the Red Brick Road team for all your support and being a great extension of the Hilton team.”
“Working with the team at Red Brick Road was an absolute joy. They produced excellent work and met critical deadlines for us, even when requirements changed along the way. They were great sparring partners and gave us invaluable strategic and creative input. Most importantly, it was genuine fun to work with such kind and talented people.”
“I love our new TV commercial, I think it is a fantastic representation of our new positioning. Well done to Red Brick Road for such a great job.”
“Red Brick Road grasped our needs for the rebrand from the very beginning and worked with us and our members to deliver it with passion and enthusiasm.
The feedback from our members and wider stakeholders was universally positive and I’m delighted we chose to work with Red Brick Road on the project.”
“Working with Red Brick Road was a really positive experience. The team were really great, we enjoyed our interaction and found they delivered high quality work on time whilst being very flexible to work with. The strategic work is outstanding and revealed so much about our brand. We’re very happy with the overall outcome and excited about unlocking its potential as we move to implement the creative direction.”
“Red Brick Road are a joy to work with. Alongside their strategic, creative and commercial expertise, they quickly got to grips with our cause and need. They took the trouble to truly understand autism, and the challenges facing children and their parents in a Covid environment. We were blown away by their proposal and its execution. The outcome is a product that means so much to families having a tough time right now, as well as raising vital funds.”
“As a multi channel agency we find that they are able to provide a full range of support for our campaigns in house, making execution of activities quick and cost effective. The fact that their PR team specialise in Food and Drink means that they have excellent reach in to right areas of the media and press, which is critical for a campaign to succeed in its objectives.”
“I’ve really been impressed with the way Red Brick Road have got to know us as a business – our goals and culture – and helped build a strong partnership.”
“Red Brick Road’s understanding of our audience and their ambition for our brand really impressed us – their strategic and creative thinking is really exciting.”
“Red Brick Road have a compelling proposition – with sharp strategic planning and agile creative deployment across channels. We’ve been impressed with their understanding of our business opportunities, and their appreciation of local market nuances.”
“RBR share our ambition to make our brands receive the fame they deserve. We’ve found their strategic and creative approaches encouragingly refreshing.”