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? :)

Adidas + Ajax 'cheeky' stunt

Last month (July 2012), Adidas came up with a 'cheeky' idea to promote sales of the new-season Ajax kit. 

Fake fitting rooms were installed in the Ajax Experience club shop in Amsterdam. A two-way mirror was present in each fitting room. On the other side of the mirror, Ajax players were watching the fans trying the new merchandise on. As soon as the fans wore the brand new  Ajax t-shirt, the mirror opened and revealed the crowd behind it.

What do you think?

I think this is a creative stunt and it is pretty funny to watch, too. It is mildly newsworthy and  certainly gained visibility on the PR and marketing scene. What is really good about it is the experience offered to the fans - meeting their champions was certainly a great experience for them. This stunt has probably generated positive word-of-mouth.

empty13

Today I want to talk about empty13, the campaign that aims to bring together communication experts from different fields for a stimulating debate. But what is it all about?

The campaign was launched by Bite Communications on 19th July 2012 and aims to generate a debate around the lack of 'big events' in 2013 and the meaning this has for brands.

Advertisers, PRPs, journalists, agencies, anyone involved in the industry can join the online conversation using the hash-tag #empty13 on Twitter. The agency opened the @theempty13 account to generate interest and awareness. Moreover, a website was created in order to offer the participants an open space where to discuss in further detail the topic. Anyone can in fact publish a post on the website.

The conversation has already started both on the website and on twitter.

MY OPINION

I find this campaign very clever and stimulating. I really like the idea of an extensive online conversation amongst experts from the different industries and the sense of community this can generate. I am in love with the name 'empty13'; I find it very powerful and memorable. I also believe this campaign can lead to more engaging topics such as the continuous need of generating stories and news for brands and organisations, following the digital revolution. It is not the first 'empty year' for the marketing industry - marketers always need to create new stories around brands. This is an undeniable truth.  It would be sufficient to think of the famous smoking campaign launched by Edward Bernays in the 1920s. It would be interesting to hear how experts feel about this constant need for newsworthy material and how they deal with it in their day-to-day lives. 

Wish You Were At Topshop

Last year (June 2011) Topshop launched its digital campaign for the summer. 

The Wish You Were At Topshop campaign is rather interesting because Topshop was the first in its industry to use Instagram.

THE CAMPAIGN

Client: Topshop

Agency: FreshNetworks

The campaign was mainly centred on the Instagram application for Ipad 2 and it linked experimental marketing with PR. 

Shoppers in the high street Topshops of London, Dublin, Liverpool, and Manchester had the chance to receive a free styling and make-up session. After getting all 'dolled-up', the shoppers were offered the opportunity to create a digital postcard with the Instagram application for Ipad2. Participants were then able to take the postcard home with them or upload it on their Facebook wall. A copy of the postcard also appeared on the Topshop gallery on the brand's website.

MY OPINION

I think this campaign was pretty smart. Nothing new in the experimental concept: we've seen free make-up sessions in Harrods, Selfridges, and other clothing shops before. However, the idea of linking this with the Instagram application was very clever (most of all at a time when Instagram was experiencing its boom). I believe audience participation is key to successful PR and digital campaigns. Moreover, I think experimental marketing can be very effective. Well done FreshNetworks.