Waterstones and The Pleasure of a Bookshop

I know this is not PR - it's advertising - BUT given that I love books very much and still cannot deny the pleasure of browsing a bookshop and secretly smelling the new books (I can be a weirdo, yes), I want to dedicate a little post to Waterstones' new campaign. I mean... it's everywhere and every time I read one of their ads I cannot help but smile and nod. Also, advertising has to focus on key messages as much as PR, so we can learn something valuable about campaign messages and single minded propositions, too.

THE CAMPAIGN

Taken from here

The campaign, by Legas Delaney has one clear message: you cannot renounce to the pleasure of browsing a bookshop and the tactile qualities of physical books.

The tag lines are spread across London and include "Books you can't put down are much easier to find when you can actually pick them up". I find most of them quite witty. Some focus on mocking online book shopping - like this one: "A browser. Much better to be one than to use one." It is obvious that the campaign aims to contrast online shopping, which caused a decrease of sells for bookstores.

MY OPINION

I think it was clear since the introduction but... I love this campaign! The key message adds brand value and makes a clear statement. The idea is simple, nothing new. However, the execution is great. I think the tag lines have a strong impact on readers and believe that this is exactly the right message Waterstones should be sending out. Why? Because according to Mintel, one third of readers still prefer browsing the physical store. Legas Delaney definitely did their research before doing their brainstorming. Well done. 

What do you think about this campaign? Do you still buy physical books from the bookshop?

A Really Disguised Campaign

Have you spotted anything unusual around London last month? I wish I wasn't on holiday, because I've missed it! But I'll get over it by writing about it. It seems like a good way to let it go...

THE CAMPAIGN

In September 2012, lifestyle TV channel Really created a camouflage campaign to launch Covert Affairs, a new drama TV series. What did they do? They've invaded London with secret spies! 

(Images taken from here)

Teaming up with artist Carolyn Roper, Really used urban camouflage to promote the new series. On 16th September, a number of spies hid around London, blending with background elements and shocking passers-by only when moving. The stunt evoked the TV series' CIA drama theme. The 'special agents' hid all over London in iconic locations such as a London red bus in West London, a black taxi outside the Royal Albert Hall, and a stall in Portobello Road. 

MY OPINION

I simply love this series of stunts! I believe this was a very creative and evocative idea to symbolise the TV series' theme. A stunt needs to shock, it needs to create that buzz. I believe this is definitely an example of clever PR. It captured the attention of the people passing by and generated good media coverage. Moreover, it makes a statement about Really - it marks the TV channel's image as innovative and intriguing, with an artistic flavour.

However, I might be biased because this campaign involves urban art, which I love.

What do you think? I'd love to hear your thoughts on the stunts!

#AskLondoners

I came across this nice idea McCann Health had the other day and wanted to dedicate a small post to it, although there is not much information about it out there. I'm talking about the #AskLondonders campaign. 

(Taken from here)

This campaign is all about enhancing the relationship between Londoners and tourists. The idea is as simple as brilliant: Londoners who wear the Ask Londoners badge will be available to talk to tourists about the best places in London and what activities they can do while staying in town for the Olympics. 

I think the direct contact guaranteed is full of potential. I'm sure tourists will remember this for a long time and will do some word-of-mouth, too. Imagine being 'lost' in a city and being given prompt advice from a local, who suggests you places to go and things to do. I'd feel very happy and satisfied when walking away! And I would for sure tell the anecdote once home, too. Great idea McCann Health! It's full of positive feelings.

What do you think? :)

Reverse Riots

After the London riots last year, 14 to 25 year-olds have become the age group holding the worst reputation in the UK. This is why vInspired, a youth volunteer charity, launched the Reverse Riots campaign.

Reverse Riots is a 'Do something campaign' and encourages young people to show the society that they contribute positively to society on social networking sites. The campaign uses celebrity endorsement, including Paloma Faith and Plan B. Audience participation is also a big part of the campaign. Youngsters from all over the UK are invited to take a picture of themselves holding a piece of paper in which they state how they positively contribute to their community, spread it online and use the hashtag #ReverseRiots on Twitter. 

Some lucky participants will have the chance to win a number of prizes or replace the Twitter profile picture of a celebrity on the London riots anniversary. 

MY OPINION

I think this social media campaign is very smart and I really like the audience participation factor. It seems like it will generate the media interest necessary to make it noticeable to traditional media and become mainstream news. 

Images from here.

Lush's Animal-testing-on-human PR Stunt

Today we will talk about this fairly recent campaign that shocked thousands of Londoners on their way to work or the odd shopping trip.

(Taken from here)

THE CAMPAIGN

Last April, Lush decided to reinforce their stance towards animal testing on the occasion of the World Week for Animals in Laboratories. The PR stunt that constituted the epicenter of the campaign was extremely original and powerful.


A performance artist, Jaquelin Traide, underwent the same horrific treatments to which animals are submitted, dressed in a nude body stocking. She was kept  for 10 hours in a shop window of the Regent Street Lush store, in London. Jaquelin was given injections, shaved, and got cosmetics dropped into her eyes, all standard procedures for animal testing.

(Taken from here)

The stunt caused horror and persuaded 200,000 people to sign a petition demanding EU-wide legislation against animal testing. Of course the media coverage was huge.


MY OPINION
The stunt was certainly powerful and conveyed strong images. I personally really liked it. The idea was very original and bold. I also think that this shock campaign was a very effective way to raise awareness of animal testing. Sometimes people do need a shock.