Tag Archives: transform

The Barbour shop spruces up with a lick of paint

5 Apr

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Despite the smog, I rocked up to work yesterday morning in my SLB (Summer Liddesdale Barbour) which is something that I bought just before every high street store decided to introduce them. Not that I’m bitter or anything.

But now fans are being given the chance to up their game by adding a spark of colour to their wardrobes, thanks to Barbour’s partnership with Pantone.

To celebrate its S/S 2014 collection, Barbour has created a film, with the help of four bloggers, to showcase the British brand’s love affair with colour.

And it’s giving fans a chance to win items from the colourful collection by taking part in a photo competition.

For a company that sticks out in our minds for (probably) using old men on wearing flat caps and wellington boots with a Labrador by their side promote its range, this approach is youthful, fashionable and fun without trying too hard.

The fashion and lifestyle bloggers – who have more than 158,000 followers combined – share what inspires them on an easy-to-use microsite – which gives users the option to browse the collection; enter a competition; and view the latest entries.

To open up a 120 year-old brand like Barbour to a new generation naturally – peer to peer marketing was key. The sophisticated bloggers are aspirational without being show-offs. These are ‘everyday’ creative people who can appreciate the quality of the brand and they’re encouraging others to do the same – and I believe them:

· Niran & AdamYing & Yang
· Steve Booker Steve Booker
· CatTake Courage
· Carin OlssonParis In Four Months

I know I’m biased. I’ve already bought into the Barbour club. But, this campaign works on both levels. It validates my previous decision and prompts me to buy again.

The video launches on the site on Monday and it’ll be interesting to see how the competition takes off and how it transforms potential consumers into future customers.

But, it already has subtly on its side. The #BarbourPantone concept is shareable without being showy – down to the fact that Barbour’s felt secure enough to create a digital campaign around its brand without over-talking about its brand (Barbour appears just seven times on the microsite homepage and one of those is the hashtag).

Jolly good!

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Waitrose gets customers to ‘horse’ around

20 Jan

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Waitrose has been encouraging consumers to ‘horse around’ (been waiting for a good opportunity to write that) on its ‘Love Life‘ slide, which was installed at Westfield Stratford City shopping centre last weekend.

Named after the supermarket’s range of ‘good for you’ food, it offered people a fun alternative to walking down the escalators in East London.

At a time when the the UK’s obesity levels are bursting at the seams – currently one in four adults are classified as obese – it’s vital that well-known brands are seen to be doing their bit. Aside from the Government’s Public Health Responsibility Deal and latest Change4Life push, companies must help communicate that adopting a healthy lifestyle is vital to our survival.

OK. The mechanics of this PR stunt doesn’t jump out on paper but it’s a good alternative to get the message home (when accompanied by the fact that in January people are looking for a little ‘pick me up’.) Creative campaigns, to hammer home healthy eating, are key to stand out in the media and resonate with consumers. After all, no one enjoys being repeatedly told they need to move from their armchair and eat more carrots. You get my drift.

Up to 3,000 people were made aware of Waitrose’s healthy eating scheme and many more children will experience it now that plans have been made to relocate the slide to a playground in East London.

Seen other good examples of brands celebrating healthy eating recently?

Last year my client – Unilever Food Solutions – had a vibrant campaign idea to transform an ambulance into a unique ‘Ambu-lunch‘.

Why not leave a comment with others?

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