CLOUD 9 TO THE RESCUE
Royal Life Saving Society account gain
www.rlss.org.uk
In a 7-way pitch Cloud 9 is delighted to have won the prestigious job of re-branding and re-launching the Royal Life Saving Society’s "Rookie" junior lifeguard scheme.
The competing agencies were provided with a detailed brief, which determined that the existing Rookie brand name must be retained but that a much more modern and dynamic approach was needed in order to encourage more young people into the nationwide scheme.
In typical fashion, Mike dusted off his surfboard, donned his wetsuit and took off to his favourite surfing beach for some quality creative "thinking time" and a chance to do some on the spot research amongst the youngsters there. It was important to consider fashion trends among the target age group of 7-13 years as this age group is one of the most discerning of all consumers. Peer pressure plays a huge part in their decisions and anything considered even remotely "un-cool" will meet with instant dismissal.
The Cloud 9’s answer embodies "surfer culture" in the use of its colours and shapes; at the same time it is sufficiently flexible to be able to be used across a broad spectrum of media, including the range of promotional items suggested by Cloud 9 as part of its pitch.
For more information on Rookie lifeguards please visit their website
The Solution
