Following a brief from Barracuda, Kaleidovision's creative studio has designed a library of screen media aimed at the Varsity Bars' chain of 41 student bars; the new campaign kicked off this month to coincide with the start of the new 2008-9 academic year.
This year's promotion, titled Crazy Sexy Cool, encompasses a consumer competition to find the Face of Varsity 2009. All the channel content is focused on the VCard loyalty card, 650,000 of which were sold during the last academic year. To give it added currency, Kaleidovision has been tasked with animating the 25% discounts provided by the eight sponsor partners, which this year include Domino's Pizza, Holiday Inn Express and Play.com.
Barracuda Group's head of marketing Myles Doran comments: "We constantly try to reinvigorate both the brand and the VCard, and sharpen up the offer. Kaleidovision brings the core creative media to life and takes it above the line with colour and the visual movement. Whether it's drinks promotions, embedding partner logos or advertising Face of Varsity, KV has moved that element of the business forward dramatically. All media is sent via the Kaleidovision server and this formula works superbly."
(Jim Evans)
