Tag Archives: BT

Phone boxes are a dead ringer for Lipton Ice Tea

19 Apr

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Have you noticed anything different about your local phone box recently? Of course not. No one gives phone boxes the time of day anymore. So, it’s surprising that Pepsi has used them as part of its latest marketing campaign.

Pepsi’s Lipton brand has taken over 5,000 ‘street kiosks’, close to convenience stores, to promote its Peach Iced Tea drink. And I must say, it looks good. But, I don’t think it’s enough to make me, or any other young person, buy a bottle.

That’s why Lipton’s partnered with KISS FM, to prompt interaction, by encouraging people to answer the phone inside a special ‘booth’ when it rings for a chance to win prizes. But, is this London-centric competition enough to give Lipton a good return on investment?

20140419-102015.jpgWhen growing up my friends and I would ring 118 500 to find out local phone numbers (exciting I know!) In more recent years the only time I’ve used one is after I was mugged and needed to ‘phone home’.

I’m not the only one turning my back on local phones. An average of just one call is made each day from the 58,500 phone boxes left in the UK. So, it’s no surprise BT is rapidly losing money from them.

Which leaves me to ask the question: id no one’s using them, is anyone noticing them and is it worth taking the risk?

The campaign’s saving grace is that Lipton’s supported it with a social media strategy, complementing KISS FM‘s, to widen its reach – with added value digital advertising on the side.

But, it doesn’t change the fact that its phone box stunt could be left on hold.

I don’t know. I could be wrong. Perhaps
more brands will leverage phone boxes’ appeal to create unique advertising opportunities. Time will tell.

What do you think – is it a peachy PR campaign or just immobile?

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Oddbins rebels against the Olympics

24 Jul

Just three days before the Olympics’ opening ceremony, wine merchant Oddbins has launched a rebellion campaign against the Games’ top tier sponsors.

The company, which has 35 stores throughout the country, is planning a counter-strike over the next three weeks – accompanied by campaign posters making consumers feel at home by wearing their ‘outlawed Olympics attire’. Essentially, all Nike wearing and Vauxhall driving, MasterCard holders will be welcomed in store with a 30 per cent off discount.

Oddbins’ managing director Ayo Akintola has fiercely stated that non sponsors, in the run up to the Games, have been treated like “beggars on the gilded streets of the Olympic movement”. However, he quite rightly mentions that he’s expecting some backlash from LOCOG as a result of the campaign, which last week published rules that no one may link to the London 2012 site in a “false, misleading, derogatory or otherwise objectionable manner.”

In response to Akintola’s rant, time will tell whether small businesses and non-sponsors profit during the Olympic Games. But, with an influx of visitors preparing to descend upon London, there’s an opportunity for everyone to seize. But, the question is – would consumers rather engage with a brand that is for or against the very reason they’re here?

Yes – the Olympics is going to cause disruption and the Olympics’ heavy-handed brand police have made headlines for the wrong reasons lately. But, as organisers have said time and time again, sponsorship is what allows the Games to take place. Let’s hope we look back at the Games as a highlight of the decade and beyond. Brands that take this approach will be better off than those that look the other way.

Selection of Olympic sponsors

Worldwide Olympic Partners: Coca-ColaMcDonald’s, P&G, UPS, Samsung, Panasonic, Dow, Atos, Omega, Acer, GE and Visa

London 2012 Partners: Lloyds TSB, EDF, Adidas, BT, BA, BP and BMW

Non sponsors include: Barclays, Nike, E.on, Virgin, HSBC, Canon and Carlsberg

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