HEAT

In 2010, heat appointed CHI to create a brand response campaign that could help boost sales in a declining market by increasing frequency of purchase.

They challenged us to create a campaign which would justify heat’s price premium in an increasingly competitive ‘me-too-but cheaper’ market place by differentiating the brand and creating more of an appointment to buy every Tuesday.

THE GOSSIP GURU

We wanted to create a campaign that reflects the magazine's unique brand tonality, and unrivalled breadth of authoritative content. Hence, the Gossip Guru character was created, and the magazine positioned as the 'font of all gossip'. The ad features the Guru preaching Heat's gossip commandments to his adoring followers. He also tweets, is on Facebook to further engage with his gossip-loving audience, and amplify the brand's playful differentiation.

To view this video install Adobe Flash player http://get.adobe.com/flashplayer/.

WHAT WE'VE BEEN UP TO LATELY / FEATURED WORK

ANCHOR	BIG YELLOW	BRITISH GAS	THE CARPHONE WAREHOUSE
DRENCH	TALKTALK	THE TIMES & THE SUNDAY TIMES	ARGOS