Tag Archives: edition

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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Centrefold magazine uses Nokia for 10th anniversary issue

15 Mar

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Following the Oscars we know that the Samsung Galaxy Note 3 can take a good photo, but just weeks after that filmie was taken the Nokia Lumia 1020 is already proving its worth.

Let me explain. To celebrate the 10th anniversary of fashion magazine Centrefold, all photos within the special edition have been shot using a Nokia.

This partnership has taken the phone brand to the next level, demonstrating that a Nokia boasts top camera qualities including: precision, depth and class. And the PR the stunt is generating is brilliant too.

Protein, an inspirational media agency, is behind the stunt and it plans to exhibit the unique fashion shots in London next week – which will open up the Nokia brand to an even bigger audience.

But, to sustain campaign momentum, and position itself as the leading camera phone, Nokia could do one of three things:

You can’t go wrong with a comp
Run a social media competition offering the chance for a customer to have professional photos taken on their phone, and run them in an advertorial placed in a fashion magazine, with behind the scenes content. Social media tactics, combined with traditional print media, will ensure the brand generates plenty of ‘OTV’ (opportunities to view).

Don’t worry, be appy
Nokia has created some strong content through its partnership with Centrefold so it should make the most of it by making a photography app for customers to download. Packed with top tips and advice on capturing the best ‘still life’, ‘people’ and ‘landscape’ shots, it can also include basic editing software – beyond Instagram – to help fans enhance their images.

Get on the curriculum
There must be hundreds of photography courses running across the UK, so if you can’t beat them – join them! Encourage and equip lecturers to use Nokias in class to inspire students to think outside the box when it comes to imagery.

So, there you have it. A good idea which could be made great if it is extended.

What do you think? Would you have guessed these were phone shots?

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Barbie heads to Selfridges for a makeover

6 Aug

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Barbie might have turned 54 this year, but she’s still got the looks to turn heads, thanks to department store Selfridges which has invited four designers to give her a makeover to celebrate its new concession in London.

Fred Butler, Nasir Mazhar and Sister by Sibling have designed four dolls – each which will become collectors’ items when sold in store later this year.

It’s a nice approach because although Barbie’s been transformed before – by the likes of Louis Vuitton, Christian Louboutin and Chanel – every makeover has a different personality. Although this time the whole campaign doesn’t have the ‘wow’ factor.

To add value to the launch, I would’ve liked Selfridges collaborate with Mattel to do the following:

1. Window shopping
I’m sure Selfridges will be using its iconic shop windows to house a creative and colourful display to draw attention to the fact that Barbie’s in town. But the brand could go one step further and commission life-sized Barbie mannequins to sit in the designers’ fashion houses to promote the partnership.

2. Competition time
Barbie’s one of the few brands whose popularity is multi-generational. To capitalise on this, I would’ve launched a competition for the public to design their own outfit for Barbie – even securing the backing of the London College of Fashion to guarantee entries.

The winning outfits could then be sold in store for dolls and fashionistas.

3. Catwalk models
To drum up interest about the new department, Selfridges could also host an in-store VIP party for fashion bloggers, journalists and industry influencers. With models taking to a catwalk wearing the limited edition Barbie collection; experts hosting make-up demonstrations; designers sharing fashion tips; and a special guest from Mattel to share Barbie’s story, there’s lots of content there raise awareness.

Anyone who’s anyone had a Barbie when they were growing up. She’s a global brand and there’s so much scope to establish an integrated marketing, PR and social media campaign to benefit both parties.

With the department here to stay, it doesn’t need to happen at once either – drip feeding the activity would ensure talk-ability about the campaign throughout the year.

Right, that’s Barbie sorted. How can I help you Ken?

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