Tag Archives: Ambu-lunch

Magnum (P.I) fans hunt for Holland dress

29 Mar

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I can’t remember the last time I had a Magnum. Lent aside, it’s a premium product for premium people. I’m more of a Cornetto girl.

But, to celebrate Magnum’s 25th birthday, Unilever – the company behind the Ambu-lunch PR stunt – has teamed up with fashion designer Henry Holland to create a limited edition ice-cream themed party dress.

Holland came up with a 60s-inspired patterned shift dress. But, don’t worry if you think it looks like a glamourous safari outfit. I thought the same at first glance. It’s meant to resemble the ‘iconic crack of Magnum chocolate, revealing the rich ice-cream beneath’ – not a giraffe.

The best thing about this £5,000 fashion collection is that Magnum’s made one of them entirely out of chocolate, handcrafted by three experts, truly making it good enough to eat.

As part of the promotion, Holland is giving away 25 dresses to Magnum (P.I) fans who crack the code by successfully following a set of clues across its social media sites.

It’s a great effective ‘quick win’ promo mechanic for the brand:

1. Celeb-studded launch event
Kimberley Garner, Vanessa White and Gizzi Erskine were just some of the famous faces at Magnum’s party, held at Home House.

Celebs guarantee coverage which is why the event secured ‘Daily Mail Showbiz‘ style coverage (crem de la crem).

2. Exclusive Giveaway
Who doesn’t love a freebie? Magnum’s decision to encourage fans to ‘crack’ the code to win one of the dresses is a no brainer and will see people flocking to follow, like and pin its profiles at the same time.

3. Advertising
It’s underpinned the campaign with TV ads, which is perfect timing as the sun pops its head out of the clouds for the first time in months. So, even if you don’t know about Holland’s design then you should know Magnum has something to celebrate.

The only thing I’d ‘bolt on’ to the campaign is bloggers.

Magnum could’ve recruited fashion bloggers, or even a top magazine, to collaborate with Holland during the creative process to secure additional coverage.

Alternatively, it could’ve asked them to design a dress that’ll represent Magnum in 25 years time and time capsule that bad boy. Then you’ve got a PR story and a 50th birthday present.

Happy birthday Magnum… and you’re welcome.

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Waitrose gets customers to ‘horse’ around

20 Jan

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Waitrose has been encouraging consumers to ‘horse around’ (been waiting for a good opportunity to write that) on its ‘Love Life‘ slide, which was installed at Westfield Stratford City shopping centre last weekend.

Named after the supermarket’s range of ‘good for you’ food, it offered people a fun alternative to walking down the escalators in East London.

At a time when the the UK’s obesity levels are bursting at the seams – currently one in four adults are classified as obese – it’s vital that well-known brands are seen to be doing their bit. Aside from the Government’s Public Health Responsibility Deal and latest Change4Life push, companies must help communicate that adopting a healthy lifestyle is vital to our survival.

OK. The mechanics of this PR stunt doesn’t jump out on paper but it’s a good alternative to get the message home (when accompanied by the fact that in January people are looking for a little ‘pick me up’.) Creative campaigns, to hammer home healthy eating, are key to stand out in the media and resonate with consumers. After all, no one enjoys being repeatedly told they need to move from their armchair and eat more carrots. You get my drift.

Up to 3,000 people were made aware of Waitrose’s healthy eating scheme and many more children will experience it now that plans have been made to relocate the slide to a playground in East London.

Seen other good examples of brands celebrating healthy eating recently?

Last year my client – Unilever Food Solutions – had a vibrant campaign idea to transform an ambulance into a unique ‘Ambu-lunch‘.

Why not leave a comment with others?

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PRs say they lack creativity

28 Nov

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This week I came across the headline ‘PR scores itself poorly for creativity’ on website PR Moment and had to read more.

The survey by the Holmes Report and training specialist NowGoCreate questioned 650 professionals from 35 countries on how creative they think the industry currently is – the answer is not very much. More than 60% believed the industry was lacking BIG ideas.

The reasons for this included: lack of budgets, clear objectives and an understanding of clients’ businesses.

There’s a correlation here. If you don’t understand your what your client wants then the budgets to deliver BIG campaigns won’t materialise.

Obviously most PRs will find these survey findings insulting. I’ve been lucky enough to work on some great campaigns (Unilever Food Solutions’ ‘Ambu-lunch’ and British Roast Dinner Week) this year and be part of a wider agency that refuses for barriers to come between great projects (Make Decent Coffee skip idea and the first-ever chocolate hotel room). If the idea is there, it’s down to PRs to be brave and pitch it in – brief or no brief.

I agree that more can be done to bring out the creativity of PRs in the workplace – and small additions to brainstorms that I blogged on last week can make this happen. Get people engaged with the brief and set challenges to work together to polish the ideas once agreed.

Let’s go through some of the other reasons PRs felt were imposing on their creativity:

Lack of time
Brainstorming and scoping ideas is an investment – for business and personal development. Get involved and learn how it works.

Difference in opinion about what ‘creativity’ really is
If you’re questioning whether you are creative, you’re probably not.

Leadership don’t view it as important
Don’t expect your business to grow with this attitude.

We’re in a rut
Make an effort to get out – show your clients why they hired you.

How creative do you rate your agency?

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