Red Bee Helps Hyundai UK Get Creative With Content
Hyundai Motor UK today launched two new films - the next instalments in a series of engaging online content produced by award-winning entertainment and content marketing agency, Red Bee. The films are designed to explain key attributes of Hyundai’s latest product range in a fun and entertaining way - an innovative take on a traditional brochure format.
In each film, the audience hears the inner thoughts of a potential buyer as a member of dealership staff talks to them about one of two new Hyundai models. Neil Stuke, BAFTA-nominated actor and star of the BBC’s highly-acclaimed legal drama ‘Silk’, is seen in the first film alongside co-star Elliot Speller-Gillott. They play a father and son duo interested in purchasing a new ix35. Kimberley Nixon, known as Josie Jones in Channel 4’s ‘Fresh Meat’, stars alongside Hyundai’s award-winning New Generation i10 in the second film.
Neil Stuke commented on the project: “It’s great to see a car company looking at innovative ways of engaging its potential punters – through the means of entertainment. I’d seen the first of these films with Darren Boyd and Anna Crilly and thought they were great – really funny. I am very pleased to have been involved in this project.”
Red Bee created and produced the unique online content to showcase the most compelling product points and present them in the most entertaining way possible. With an overwhelming majority of car buyers undertaking research that involves viewing online footage prior to purchase, the content was designed to take into account the need to connect consumers with the Hyundai brand during the purchasing process itself.
Writer and director, Ollie Parsons of Red Bee, explained: “We treated it like a sitcom not an ad, writing and producing it as you would any other TV comedy. This isn’t only about making the audience laugh; it is also about quickly engaging them with the story and establishing the characters.”
Andrew Cullis, Marketing Director of Hyundai UK, commented, “We aim to offer consumers something a bit different from the norm with these videos. We wanted them to be educational and informative, but above all else, entertaining. Creating content that consumers can engage with during their purchase journey will helps us to stand out from the crowd - hopefully ensuring that we end up on their list of car brands to consider.”
Andy Bryant, Director, Creative at Red Bee said: “Brands are becoming increasingly focused on the content they produce and offering real entertainment to the audience is vital for brands. Hyundai really embraced our broadcast approach to their challenge and we're all delighted with the result.”
These two new videos for the New Generation i10 and new ix35 follow on from two previous videos created and produced by Red Bee for Hyundai which so far have been watched over 400,000 times on the Hyundai UK YouTube channel.
This campaign is part of Hyundai’s comprehensive digital strategy that addresses the demands of today’s connected customers. This includes the redevelopment of the Hyundai consumer and dealer websites - ensuring an intuitive, simple and engaging user experience for people looking to purchase a car.
RED BEE NAMED AGENCY OF THE YEAR FOR THIRD YEAR IN A ROW
Last night, Red Bee was named Agency of the Year for the third consecutive year at the PromaxBDA Europe Awards 2014.
This prestigious award – Out-of-House Agency of the Year – is designed to recognise the standout agency of the past 12 months across Europe and is judged by an elite jury of industry professionals.
In addition to this, a further 11 Golds and 5 Silvers were awarded to multi-platform marketing and design projects created and produced by Red Bee.
The PromaxBDA Europe Awards 2014 took place in London as a part of the annual PromaxBDA Europe Conference, the largest gathering of marketing, promotion and design professionals in the European television and entertainment media industry. The PromaxBDA Europe Awards looks to recognise the finest work from television promotion, marketing and design from across Europe over the past 12 months.
Andy Bryant, Director, Creative, Red Bee Media, commented: “We’re very proud to have achieved a hat trick of wins in the most competitive awards in our industry, with our creativity recognised once again across a range of disciplines.”
Red Bee Media PromaxBDA Europe 2014 Award wins:
2014 PromaxBDA Europe Out-of-House Agency of the Year
Documentary or Factual Entertainment Programme Spot – Sound of Cinema (BBC)
Reality/Docu-Drama/Unscripted/Non-Fiction Programme Spot – The Apprentice (BBC)
Dramatic Programme Spot – Doctor Who 50th (BBC)
Children's Programme Spot – Cbeebies App (BBC)
Children's Channel Image Spot Campaign Design – Cbeebies Idents (BBC)
Programme Spot Not Using Programme Footage – Doctor Who 50th (BBC)
Animation – Sound of Cinema (BBC)
Sound Design – In The Flesh (BBC)
Website or Interactive Service Spot – Alex Horne Breaks The News Podcast (Dave- UKTV)
Promotional Interactive Applications – Sherlock Interactive (BBC)
Rocket Award – Ben Mahon
Entertainment/Music/Variety/Comedy Programme Spot – The Revolution Will Be Televised (BBC)
Funniest Promo - The Revolution Will Be Televised (BBC)
Music or Instrumental Theme – BBC One Africa (BBC)
Promotional Interactive Applications – Dynamo Unlock (Watch – UKTV)
Best On-Air Ident Campaign (Out-of-House) – Universal Channel (entered by NBCUniversal)
Red Bee pair's feature documentary to air on FilmFour this Thursday
This Thursday marks the TV premiere of feature documentary Patience (After Sebald). Directed by Red Bee's Grant Gee and co-produced by Sarah Caddy; it was commissioned and produced by Gareth Evans and Di Robson of Artevents, as part of a yearlong event called The Re-enchantment.
Selected as Pick of the Day in The Observer's TV reviews and listings section, the film's cinematic release in 2011 was greeted with acclaim by the film press and audiences alike (including Critics' Pick in the New York Times and selection for the Vancouver and New York international film festivals). Now the film inspired by W G Sebald and his novel The Rings of Saturn is to be screened on Film Four, this Thursday 12th December at 11am.
Watch the trailer here.
Gee (director) and Caddy (producer) have worked together previously on a number of Red Bee projects, including Making First Steps, the BBC short film on Elbow and the Olympic theme, and Gee has previously been lauded for his work in music videos and documentaries (Joy Division, Meeting People Is Easy). But this feature marked a narrative departure from their usual work. Gee explains:
"Patience developed out of conversations with Gareth Evans. We discovered a mutual love of WG Sebald's unclassifiable books and the realisation that there was a growing, very unlikely cult developing around this entirely unassuming character and one of his books in particular: The Rings of Saturn.
Though 'The Rings...' is wildly digressive, it has, at its core, something very useful for a documentary filmmaker: something with a beginning, middle and end that you can film very cheaply - namely a 7 day walk around rural and coastal Suffolk. And so (and here's a perfect example of the filmmaker's simple brain in operation) as the walk had a beginning middle and end, so the book had a beginning middle and end, and Sebald's life had beginning, middle and...untimely end. So the form of the film very quickly developed as an overlay and interplay of these three trips, three strands: book/walk/life.
We then chose a fantasy book group who would act as our guides on the three trips. Artists, writers, friends, fans. Selecting who to interview was made easier by the fact that people have been moved to make work inspired by or about Sebald. So the talking heads had more than just opinions to offer the film.
We developed the notion that the route through Suffolk in the book and the devotion shown by fans and colleagues toward Sebald had some of the qualities of a modern, secular pilgrimage. The weird confessional intensity of the interviews was helped along by the tiny sound studio which, with amazing production voodoo, producer Sarah Caddy managed to blag at the very heart of Red Bee Mansions.
My own act of pilgrimage was to walk in Sebald's footsteps as closely as possible. Solo, over the same route in the same period of time staying at the same terrible hotels if possible. What I lacked of Sebald's hallucinogenic melancholy, historical intelligence and perceptual acuity, I made up for by carrying a bloody great big bag of 16mm camera kit on my back for a week."
Patience (After Sebald). Thursday 12th December, 11am, FilmFour.
Red Bee Media creates online films for Hyundai Motor UK Ltd
Red Bee Media has created two new films for Hyundai to increase online engagement for two of its models. The videos are designed to explain the main benefits of the i30 and the Santa Fe whilst simultaneously building brand affinity.
In each film, the audience gets to hear what a potential buyer is really thinking as a member of dealership staff talks them through one of the Hyundai models. Anna Crilly, comedian and star of both Lead Balloon & Katy and Anna, is seen alongside the i30 in the first instalment whilst BAFTA Award winner and star of TV, film and radio, Darren Boyd, plays the role of would-be customer for the Santa Fe in the second.
Hyundai selected Red Bee for the brief after a competitive pitch. The challenge was to create content specifically for customers in the midst of the car buying process, as around two-thirds of those undertaking research of new cars view online footage prior to purchase. In this research stage, potential customers are actively searching for product information, so key features and benefits have to be clearly conveyed. But by using humour to inform and entertain the audience, the films aim to leave a more lasting impression on the viewer and forge a positive emotional connection with the Hyundai brand.
Andy Bryant, Director, Creative at Red Bee Media said: “We felt the opportunity for Hyundai was to do more than simple video brochures. To engage potential purchasers during the research and shortlisting phase of the car buying process, the content needed to stand out as well as deliver product details. So we decided to showcase the most compelling product points and present them in the most entertaining way possible. As more brands move into the world of content it’s important that they remember content needs to have real entertainment value for the audience, something we know about from our years of working with the world's biggest broadcasters. Hyundai really embraced our broadcast approach to their challenge and we're all delighted with the result.”
Andrew Cullis, Marketing Director of Hyundai UK, commented, “With these videos we are offering consumers something more engaging and appealing than the traditional brochure or online specifications. Today’s consumers are looking for more – they want to be entertained, informed and educated. Creating content that they can engage with during their purchase journey helps Hyundai to make an impression, capture attention and ultimately to ensure we end up on their list of car brands to consider.”
The two videos can be viewed here.
RED BEE MEDIA WINS BIG AWARDS HAUL AT PROMAXBDA UK 2013
Red Bee Media won 28 creative awards and three production awards at this year’s prestigious PromaxBDA UK Awards, taking home 10 Gold, 12 Silver and nine Bronze statues.
Judged by a panel of industry professionals, the PromaxBDA UK Awards recognise the very best in TV marketing, creativity and strategy over the past 12 months. Red Bee Media was recognised for its work on a number of promotional, brand identity and digital projects for broadcasters such as the BBC, NBCUniversal and UKTV, who won Channel of the Year for Dave.
Andy Bryant, Director, Creative, Red Bee Media, commented: “It is fantastic once again to be recognised by the industry for some of the exceptional work we have undertaken for a variety of projects and clients. Winning such a range of awards really highlights the skill and innovation that our team has and how committed we are to providing the best creative work in the entertainment industry. We’re incredibly proud of the entire team.”
The awards took place on 8 November 2013 and covered over 40 categories.
Red Bee Media award wins:
Best Drama (Promo Clip Based) – In the Flesh – BBC Three
Best Reality (Originated) – The Apprentice – BBC One
Best Factual (Originated) – Sound of Cinema – BBC Four
Best Factual (Clip-Based) – Africa – BBC One
Best Graphic Design – Sound of Cinema – BBC Four
Best Script – There’s Always More to See – BBC Two
Best Use of Design – David Attenborough Natural Curiosities - Eden
Channel of the Year - Dave
Best Drama Promo Originated - The Wrongs Mans BBC Two
Best Factual (Originated) – David Attenborough Natural Curiosities – Eden
Best Factual (Clip Based) – Megatruckers – Dave
Best Children’s Clip based – CBBC Comedy
Best Promotion for Website – iPlayer Radio
Most Innovative Use of Digital – Africa – BBC One
Best Script – Dave’s breakfast Club Does Lizard Lick Towing
Best Use of Music – The Apprentice – BBC One
Best Direction – The Apprentice – BBC One
Best On air Programme Campaign – Dave Gorman Modern life - Dave
Best Newcomer – Ben Mahon
Best Drama Promo (Clip based) – OBD – BBC One
Best Sports (Clip based) – Sports Personality of the Year
Best Graphic Design – David Attenborough Curiosities - Eden
Best promotion For Website – Alex Horne breaks the News – Dave
Best Launch – David Attenborough Curiosities - Eden
Best Use of Design – Sound of Cinema – BBC Four
Something for nothing – Extras: Barry – Dave
Best Channel Identity – Universal Channel
Best Cross Media Campaign – David Attenborough Curiosities - Eden
Red Bee Media Production Company award wins:
Best Children’s (Originated) - Big Fun Time – Cbeebies (Karmarama)
Best Direct Response - Children in Need RKCR/Y&R
Best Design – Cultural Exchange (Karmarama)
RED BEE MEDIA SCOOPS SEVEN AWARDS AT THIS YEAR'S EUROVISION CONNECT
Red Bee Media's work for the BBC has won seven gongs at this year’s Eurovision Connect Awards.
The annual event hosted by the European Broadcasting Union (EBU) celebrating the very best in European public service media promotion, marketing and design, took place on 29 May in Brussels during the 2013 Eurovision Media Summit.
Red Bee Media was shortlisted in six of the nine categories, and won an award in all six categories. Red Bee Media was also awarded the coveted trophy for Outstanding Promo of the Year 2013. The full list of awards is as follows:
Outstanding Promo of the Year 2013: BBC – BBC Weather
Best Sport Promo: BBC – End to End Football
Best Children’s/Young People’s Promo: BBC – CBeebies –Talk to The Bear
Best use of Graphic Design in a Promo: BBC – Piano Season
Best News or Current Affairs Promo: BBC – BBC Weather
Best Programme or Event Branding: BBC – Planet Earth Live
Best use of Music or Sound Design in a Promo: BBC – Africa
This year, the Eurovision Connect steering committee received 250 entries from 24 countries across nine categories. The committee shortlisted 45 entries based not only on the visual and audio impact of a promotion but also the original written brief, a short description of the target audience and the impact of the work in terms of viewing figures. The shortlisted entries were screened at the Eurovision Connect conference and participants were then able to vote for their favourite promos in real-time during the ceremony.
Red Bee Media Named Agency Of The Year At PromaxBDA Europe 2013
Red Bee Media was named Agency of the Year for the second year running at last night's PromaxBDA Europe Awards.
This prestigious award – Out-of-House Agency of the Year – is designed to recognise the European standout agency of 2013 and is judged by an elite jury of industry professionals. Red Bee Media has been recognised for its work across multi-platform marketing and design projects including its work for the BBC, UKTV, FOX, BBC Worldwide and BBC Global news.
In addition to this, a further six Gold and seven Silver PromaxBDA Europe Awards were won for Red Bee Media's work across a number of projects, with Red Bee Media’s Cassie Earl winning the Gold Rocket award, which recognises the best up-and-coming talent with less than two years professional experience.
The PromaxBDA Europe Awards 2013 took place in Paris, France, as a part of the annual PromaxBDA Europe Conference, the largest gathering of marketing, promotion and design professionals in the European television and entertainment media industry. The PromaxBDA Europe Awards looks to recognise the finest work from television promotion, marketing and design from across Europe over the past 12 months.
Andy Bryant, Director, Creative, Red Bee Media, commented: "We are honoured to have won Agency of the Year for the second year in a row. It is a testament to the incredible talent we have within our team. Creativity and innovation remain at the heart of everything we do and we’re delighted to have been recognised for our work across such a broad range of clients and projects”.
Red Bee Media PromaxBDA Europe 2013 Award wins:
2013 PromaxBDA Europe Out-of-House Agency of the Year
Best News or Current Affairs Promotion or Campaign - BBC Weather (BBC)
Best Sports Show Promotion or Campaign – End to End Football (BBC Sport)
Best Promo not using Programme Footage – EastEnders Sharon's Back (BBC One)
Best Interactive App – The Walking Dead Kill Count app (Fox International)
Rocket Award – Cassie Earl
Best Documentary or Factual Entertainment Promotion – When I’m 65 Season (BBC One)
Best Children’s Promotion – Get Set Go (CBeebies)
Best Drama Promotion – EastEnders (BBC One)
Best Live Sports Event/Game Promotion or Campaign – Wimbledon (BBC Sport)
Best Design in Promotion – David Attenborough’s Natural Curiosities (UKTV Eden)
Best Animation - David Attenborough’s Natural Curiosities (UKTV Eden)
Additionally, our work on behalf of BBC Worldwide and BBC Global News for the London Calling campaign also won a Gold for Best Programme Branding/Image Campaign and a Silver for Best General Branding/Image Promotion.
BT selects Red Bee Media to design logo for new sports channels
Red Bee Media today announced that it has been chosen by BT to design the company’s new BT Sport logo ahead of the launch of its new sports channels later this year.
The new logo is a part of a wider brand identity for the channels, which is also in development with Red Bee Media, and will feature in all BT Sport marketing materials, both on air and across social media.
The logo mixes the BT Connected World brand imagery with a font developed specifically for the new brand. Contained in a black lozenge shape, the left-hand corner features the traditional corporate BT font, with partial elements of the globe in red, yellow, lilac, purple and green.
Grant Best, Senior Channel Executive Producer, BT Sport, said: “We are delighted with the logo Red Bee Media has produced for BT Sport. We wanted to build on the familiarity of the BT brand, but also appeal to customers who have not considered BT before as a sports broadcaster.”
Andy Bryant, Director of Creative, Red Bee Media, said: "This is a big landmark in a very exciting project. There's more to come and we're thrilled to be working with BT Sport on such an important launch.”
BT Sport will launch in Summer 2013 and will feature a range of high profile sports, including Barclays Premier League football, live rugby union from the Aviva Premiership and live tennis from the Women’s Tennis Association (WTA).
To view the new logo and find out more about BT Sport please visit: http://www.btsport.com.
David Attenborough's Natural Curiosities
Eden is the dedicated home of the best natural history and scientific programming in the UK. They are fascinated by the world around them - whether that be the physical world, the scientific world or the natural world.
They make viewers realise they live in a truly wondrous place by putting the spotlight firmly on the amazing wonders of our world. Simply put, Eden is a place that never stops wondering at our world.
As a joint passion project for Sir David Attenborough and the Executive Producer, Stephen Dunleavy, David Attenborough’s Natural Curiosities is essentially a show that they have always wanted to make – and with the help of Eden, they have been able to fulfil this dream. The series focuses on the creatures whose biology intrigues Sir David the most, including chameleons, giraffes, and the platypus. Taking the viewer on an intimate journey through the oddities he’s observed in the natural world, this is a side of Attenborough you won’t see anywhere else on TV. Red Bee Media was tasked with bringing this to life in a warm and cherished manner, whilst at the same time communicating that this deeply personal adventure was to take place for the first time exclusively on Eden.
In a fully integrated, multiplatform campaign, we delve into Sir David’s recollections of his lifelong passions and fascinations. On TV his notebook comes to life, and the aesthetic of this was then carried across print and digital. Red Bee Media created a range of deliverables, including a 40” and 20” cutdown, a BEOP, two idents, a press ad and digital banners. The films, narrated by Sir David himself, take us on an animated journey of what the series is to entail. Both beautiful and detailed, the trail is closely linked with the hand-illustrated press and digital, and delivers on the objective that this new and exciting show is clearly owned by Eden, the home of the best in nature and science.
Adrian Wills, General Manager, Eden (UKTV) said: “Red Bee has done a great job of capturing the essence of Attenborough’s Natural Curiosities in all their creative work. They nailed the brief in terms of putting the talent front and centre, while also providing a true sense of the show’s content and tone. Their work is always eye-catching, but this particular campaign has been outstanding – particularly in the way its distinctive visual style grabs your attention.”
Client: Eden, UKTV
Agency: Red Bee Media
Creative Director: Joe Lee
Creative: Cassie Toone
Producer: Sarah Caddy
Production Co.: Strange Beast
RED BEE MEDIA CREATES CAMPAIGN TO PROMOTE BRITISH AVIATION
Red Bee Media Creates Campaign to Promote British Aviation
The Aviation Foundation is a non-profit organisation unaffiliated to any political party. It promotes the role of aviation within the UK and was established by British Airways, Virgin Atlantic, Heathrow and Manchester Airports Group and is supported by trade organisations representing aerospace, airlines and airports. The campaign aims to demonstrate how crucial aviation is to communities across the UK, both economically and socially, and to give key influencers such as MPs reasons to stand up and promote aviation within their constituencies and in parliament. Red Bee Media created and produced the film, which was shot on location in Carlisle, the town that is furthest away from a major international airport, with the aim of demonstrating the importance of aviation to local economies, even when they are apparently far away from the industry itself.
‘The Great British Flying Test’ is a multi-media campaign, spearheaded by a 15 minute film of the same name which tests the theory that aviation has a positive impact on us all. The film sees journalist and broadcaster Tim Samuels head off on a journey of discovery to uncover the human stories behind the economic statistics, bringing to life the positive effects of aviation in the UK.
The Aviation Foundation anticipates over 20,000 views of the shorter five minute film on YouTube, and ultimately hopes that it will help to influence MPs perceptions of the aviation industry within the UK.
Andy Bryant, Director, Creative, Red Bee Media, commented: “We are delighted to be working with The Aviation Foundation and we are proud to have helped create a compelling story about aviation’s economic benefits in an accessible and engaging way. This campaign is a great example of how content marketing can be used to drive conversations and influence opinion-makers and I think we’ll see many more campaigns follow this example to take advantage of the flexibility and multimedia benefits that branded video content can deliver.”
Robert Gray, Executive Director of The Aviation Foundation added: “Setting the right tone and approach was crucial in terms of the film’s credibility and getting people to relate to the concept immediately. Production quality had to be exceptional for many reasons, not least because major UK airlines will show the film on-board from early 2013, adding longevity to the campaign. Red Bee Media truly delivered on all fronts and we are extremely pleased with the result.”