Tag Archives: effective

App brings new meaning to phrase ‘you snooze, you lose’

3 Nov

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If you didn’t already know, it’s November. Or, as most men will try and convince you, ‘Movember‘. But, either way, that doesn’t change the fact that it’s dark, cold and miserable – three factors that make me want to hug the pillow in the mornings. And I’m not the only one.

Chelsea Apps Factory has developed an app called iCuckoo, which gives people the chance to donate money to one of five charities every time they snooze the alarm.

That’s right. Ranging from 10p to a golden nugget, from now on an extra few minutes in bed could cost you (benefitting charities such as Parkinson’s UK, Prostate Cancer UK and Starlight in the process.) But don’t worry, donations are capped at £30 a month, so if you’re not a morning person you won’t have to remortgage.

I think it’s a really good idea – and it’s already got the PR coverage to prove with the Daily Star, Guardian and Charity Digital News under its belt – but not one that I’ll necessarily adopt.

If you’ve read my previous blogs you’ll get the impression I’m not very forthcoming when it comes to giving, despite working for a charity. That’s not entirely true. I just believe that giving should be a conscious decision – evolving into a long-lasting relationship between an individual and a cause they feel connected with. And, if this practice needs to be ‘masked’ through an everyday activity, is it really a gift?

iCuckoo isn’t the only recent initiative to encourage people to give little, but often, without thinking. Penny for London, whereby commuters can ‘micro donate’ a penny through contactless payment methods when travelling, launched in a bid to support vulnerable young people in the city last week.

I agree that it in our increasingly busy lifestyles, efficient and effective activities that make things easy for us will stand the test of time. In fact, having time to do anything is a luxury these days (so the fact that you’ve read this far means a lot.) But, if a charity’s supporters aren’t engaged then they simply won’t understand it in order to:

1) Make a decision to donate larger sums or more regularly
2) Become brand ambassadors and share their support, either through word of mouth or social media
3) Share ideas to shape its future and make it stronger

I don’t know about you, but I believe all of the these principles are vital in order for organisations to stand out from the crowd.

Overall, it’s great that charities are waking up to new fundraising ideas. But, if they’re looking for a robust long-term strategy they need to sleep on it.

What do you think? Would you sleep in and give more?

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Would you Google women’s rights? You will now

22 Oct

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The last few posts I’ve written have covered fun and quirky PR campaigns. From One Direction launching its own day to Aflac letting a live mascot ride the New York subway, these brands have generated talkability. But this stunt, by Ogilvy & Mather for UN Women in Dubai, tackles an important global issue in an effective and sensitive way.

Taking over one of the world’s most popular search engines, Ogilvy ensured that every time someone used Google last month that they were given suggestions relating to attitudes to women – such as ‘women need to be…controlled‘ and ‘women need to be…put in their place‘.

The agency produced a compelling story to attract interest in the campaign but they didn’t have to think for too long. The suggested search terms are all real examples of what people have used Google for. It’s surprising, shocking and disappointing. In a world where I thought my challenge was being mixed race, it’s been highlighted that I’m getting ahead of myself. It’s being a woman that I have to worry about first.

I can only imagine that when the brief came in to the advertising agency that there were a few overwhelmed executives in the office. This is no mean feat on any budget. Forget the opportunities to see, website traffic and return on investment, UN Women wants to generate behavioural change. But by rooting the campaign within one of the world’s most popular websites (pipped to the post by Yahoo in the US this week) and using striking photography, Ogilvy has successfully made people stop and think.

It’a taken a little while for the news to spead – the Huffington Post has only picked it today – but the campaign is continuing the conversation on Twitter.

It’ll be interesting to see if this replicated by the UN across the world on International Women’s Day (8 March 2014). They’d be missing a trick if the opportunity wasn’t seized to make the world listen to its sound argument.

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Pelican sexes up show with ice sculpture

21 Mar

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Excuse me for being surprised. I’ve worked in the foodservice industry for a few years now and don’t think I’ve seen such a simple, yet effective, PR stunt that grabs attention and even makes waves in the marketing press. Well, The Drum anyway.

Pelican PR produced a seven-foot ice wall to represent seven years of frozen food growth for its client – the British Frozen Food Federation (BFFF).

Situated at the International Food and Drink Exhibition, which took place at the ExCeL centre this week, the wall included images of frozen foods to represent new stats showing 5.4% year-on-year growth for the sector.

My only fault with this stunt is that it’s saturated with branding which detracts from the primary key message: frozen food is on the up.

A good stunt is a subtle stunt: the client takes a back seat, tells its story and gets the quality coverage. Agreed?

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