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!

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.

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.