Tag Archives: identity

Remember, remember the success of Movember

27 Oct

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In just a few days time, men (and some brave women) will spend the month growing and grooming their moustaches for Movember, a fundraising campaign to support Prostate Cancer UK.

Launching 10 years ago in Australia, the rise and rise of the Movember movement has taken the world by storm. In 2012, 21 countries took part raising more than £92m.

Here’s a look at how some of Movember’s partners are making the most of their involvement. Please note, I’m bypassing Gillette because a PR match made in heaven like this doesn’t need an extra plug.

HP Sauce
HP Sauce is continuing its sponsorship of Movember by giving its bottles a tache makeover, but going one step further to create a Mo Bros roadshow. Packed with competitions and games for university students across the country, this PR and marketing stunt is supported by Facebook.

Byron
Byron is giving away a free burger to every Mo Bro that raises more than £25 for charity. With hundreds of thousands of participants in the UK alone last year, this is a very brave gesture for the restaurant chain. But it’s also hoping to attract customers with a new limited edition Mo’shroom burger. Fifty pence will be donated to Movember for every one sold next month.

Mr Men
The creators of Mr Men have launched a new character – Mr Mo – to star in a new book. As the first new character in four years, it’s sure to be a collectors’ item and is a great PR story to continue raising Movember’s profile. But Hargreaves should be careful not to over expose his collection, following Mr Funny (Red Nose Day) and Mr Cheeky (Children With Leukaemia). If every charity has one it will lose credibility.

The Movember autumn collection
TOMS, Eleven Paris and Links of London have created a bespoke collection of t-shirts, shoes and accessories for Mo Bros. A proportion of the profits will be donated to charity to make a difference. So if you can’t grow a tache, you can wear one.

My only issue is that moustaches have been marketed by lots of retailers earlier this year, encouraging people to cheat the system. In any other situation you could argue that imitation is the best form of flattery, but not when charity’s involved.

But, the reason Movember’s been so successful is a) it has its own identity that doesn’t shout about ‘cancer’ and b) it focuses on the positive, adopting the ‘here’s what you can do for us’ approach, making Movember interesting, intriguing and fun. So many others have a ‘here’s what will happen if you don’t help us’ attitude.

It’s also refreshing that its partners put the initiative first. No piggybacking or promoting, these brands have come up with genuine ways of raising extra cash. Maybe that’s why journalists don’t mind writing about it. The likes of MSN, Daily Express, Daily Star and the Metro have already picked it up and will undoubtedly do so again during the month.

Are you prepared for Movember? Watch this space to see how much is raised.

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Aflac duck ruffles feathers after riding the subway

25 Sep

Ey up duck! I’ve got to hand it to Aflac for using a duck to promote its insurance business by letting it do its thing in New York, including riding the subway.

The Aflac duck has been part of the company’s brand identity since 1999, after an advertising executive walking around Central Park muttering the business name realised it sounded a lot like a duck’s ‘quack’. After that, the Aflac duck became the star of TV adverts, but never before has the brand used a live one to promote the business.

And it might not get the chance again after the news of a duck on the loose ruffled feathers. MTA spokesperson Adam Lisberg stressed that ‘ducks don’t belong on the subway… especially waddling through stations’, obviously.

I do like a rebel stunt and the fact that a risk averse insurance client signed this off is simply brilliant. Live animals spotted in unusual settings will always get tongues wagging, and Aflac’s achieved just that with the New York Post and the Huffington Post having its say.

So the stunt’s paid off and no cringe-worthy branding was needed because the duck has so much history with the company. But I doubt they’ll be able to smuggle a duck on the subway again. Adam’s got his beady eye Aflac now. But, what’s a duck meant to do?

According to PR Week, he’d come straight from a recording session with N Sync’s Lance Bass and Joey Fatone.

Good PR by Aflac or has it just been spun a tale by the quack doctors?

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