Tag Archives: awkward

Burberry’s perfume campaign hits all the right notes

2 Sep

Just weeks after Z-lister Tara Reid launched her Shark scent – inspired by the ‘made for TV’ movie Sharkando 2 – Burberry has put her in her place by releasing My Burberry.

A new fragrance inspired by the fashion brand’s iconic trench coat, the PR project brings together the perfect notes to create a seductive campaign experience – and not just because Cara Delevingne and Kate Moss are involved.

Getting personal
The concept of personalised products isn’t new by any means – Coca-Cola and Cadbury started that game a long time ago – but the approach continues to generate success because we’re suckers for bespoke merchandise. Over the last few years we’ve created a culture whereby we feel a) slightly miffed if our corner shop doesn’t stock our double-barrelled name (please don’t say it’s just me) and b) guilty or awkward for drinking out of ‘someone else’s’ bottle.

But, to make up for its copycat approach, Burberry is offering its customers a touch of class by carving their initials into selected bottles for free. Meaning, within an instant, chief executive and creative officer Christopher Bailey has transformed his product into a ‘must have’ keepsake – just 16 weeks before Christmas.

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Getting social
But, here’s the exciting part. For those who aren’t planning to purchase, Burberry is still giving people a chance to engage with the campaign. It’s encouraging consumers to submit their details via the website, so they can receive information on where in London a video featuring their monogrammed bottle will be shown. Users can also interact with Burberry via Google, 4OD, Twitter, Pinterest and Facebook.

Getting people in store
Burberry is also ensuring everyone who signs up receives directions to their closest Burberry store. So, it’s literally putting its brand on the map.

Essentially – its personal experience, coupled with subtle nudges, will not only help Burberry increase sales but, more importantly, create brand champions. And it’ll work because no two My Burberry experiences will be the same – creating unique content.

With perfumer Francis Kurkdjian already dubbing the perfume as the “…perfect accessory for a Burberry fan”, it’s great to know that the design empire puts as much effort into its campaign as it does for its products.

What do you think? Are personalised products here to stay?

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A bad relationship means bad PR

9 Mar

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The more I think about it, PR is very similar to an awkward relationship. Not quite there yet? Let me show you what I mean.

First date best behaviour
After a successful new business pitch, you’re bound to have butterflies in your stomach and that’s also how I feel after a first date. Your mind runs away with ideas about the future and you believe that anything is possible. Cheers to that.

But, after the novelty wears off it’s not out of the ordinary for client relationships to become strained:

Keeping them entertained
There’s times when you need to entertain the clients that you’re not particularly keen on. Chaperoning marketing managers to industry events is one thing, but ‘get together’ drinks and leaving parties?

I know, I know. Suck it up – this is a relationship you probably can’t afford to say goodbye to.

They leave their stuff everywhere
Look around the office, in the cupboards and on your desk. When was the last time you saw the original walls? Too long. That’s because you’re drowning in samples, literature and ‘those’ props that you bought that despite the client approving them, they changed their mind once they arrived. But, you’re holding onto them just in case.

You agree with them, even though you’re right
We make our recommendations, we push back and we challenge their ‘no news’ stories. But, if we do it too often they might accuse us of not understanding. So sometimes we just go along with it.

You resist threesomes
Sometimes clients bring in other agencies for you to work with and generally make your life more difficult while decreasing your PR budget. Grrr.

When it all gets too much…
…they leave you for your rival. Broken hearted, you’re forced to play the field and get a replacement as quickly as possible to show them you’re not bitter. Did they care about us at all?

What other ways are clients like a relationship? Send me your updates and I’ll add them to the blog.

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