Tag Archives: sell

What a day for a lovely campaign!

13 Feb

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V… Va… Val… Valentine… No. I can’t quite finish that sentence but we both know what this blog post is going to be about don’t we? That’s right. Friday, 14th February.

You know the score. That time of the year where companies don’t just sell those holidays, razors or games. It markets love too. Here’s a round up of some of the best:

Virgin whistles for attention
Virgin is invading customers’ inboxes via a disruptive e-marketing campaign that uses flirty language and wolf-whistles when opened.

One word – amazing. Great job Lida. It complements the fun and cool appeal the brand has built up through TV campaigns. Compared to competitors, which are forced to focus on pricing and customer service, Virgin can afford to sit back and say ‘where can we take you?’ because it’s a brand consumers want to connect with.

The email’s tongue-in-cheek approach cements this and will hopefully see plenty of people take up its offer of a Caribbean holiday this Valentine’s Day.

But, if not, it can be sure the open rate will be high. I’d do anything to be on the receiving end of a wolf whistle. Virtual or not!

Freeview’s three in one romantic ready meal
With a recent survey revealing that 25% of couples will be shunning a session of public Valentine’s Day PDA for a night in on the sofa, Freeview has created a three in one ready meal.

The Valendines meal, by MHP Communications, is a quick and dirty PR stunt which will generate coverage but, arguably, it won’t be memorable. But, with a client like Freeview – for those who cant afford cable (not knocking, just describing myself) – it doesn’t need to be.

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Wilkinson Sword has a smooth approach to the big day
Unlike Freeview, leading razor brand Wilkinson Sword has really thought about its campaign.

With the tag line, ‘This is not the day to irritate her’, from far away an image of a man on a billboard looks as if he’s sporting stubble. But, on second look, it’s rose stems. It then disappears and the brand wishes people a smooth day.

This is a great idea that can work across multiple channels: advertising, marketing and social media. It has real shareability and should definitely have a hash tag.

‘I’m Game’ underwear
I know the point isn’t for Game to sell its his and hers underwear, which is currently on sale in its Stratford store, but I’d be interested to know how much it makes on it after the weeked.

The company developed the idea after its research revealed that one in four gamers will slink away this Valentine’s Day for a quick fix on a console.

It’s tacky and unnecessary but with coverage already on Digital Spy and Metro, it’s adding value to the brand at low cost.

Which of these lovely campaigns stand out to you?

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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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Clear your diaries for 1D Day!

3 Oct

October is here. As soon as we know it, it’ll be Halloween, Bonfire Night, 1D Day and Christmas.

Yes you read correctly. Global super-band One Direction announced yesterday that the 23rd November will be officially known as 1D Day, as Harry Styles, Niall Horan, Louis Tomlinson, Zayn Malik and Liam Payne look to ‘give back’ to their loyal fans. Forget the sentiment, it’s PR gold.

To celebrate 1D Day, the boys will give fans 7-hours of non stop ‘behind the scenes’ access to their lives in an streamed webinar, that I guess will be 99% focused on the band’s latest album, Midnight Memories, which is released two days later. And that’s no accident.

It’s a great move by Syco, which gives fans a chance to submit ideas and contribute to the day’s events – whilst making them feel part of an exclusive community (along with the world and his teenage daughter.)

One Direction’s YouTube announcement has already generated more than 999,000 views in 24 hours, so I predict that this online streaming session will break records and / or break the entire internet!

But, for the band, it’s just another stepping stone as they look to take over the world and cash in on marketing deals whilst their stock is high. And it’s working; the announcement has since been covered by the Mirror, the Metro, the BBC and Perez Hilton to name a few.

So be warned PRs. Avoid selling-in your stories on 1D Day. Journalists won’t appreciate taking their attention off the world’s biggest boy band baring all to just discuss a boring press release.

Will you be tuning in for 1D Day?

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