Tag Archives: Virgin

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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April Fools: a dish best served with PR

1 Apr

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Pinch, punch first of the month and no returns white rabbit. Gotcha!

Now that’s over with it’s time to remember another special day in the PR calendar: April Fools.

So, let’s get straight to it. Here’s a nod to some top brave brands that have mixed the right ingredients (a pinch of believability, an ounce of doubt and a sprinkle of brashness all blended and baked for 20min on ‘creativity’) to make some clever, and suspect, PR-driven April Fools’ Day stories.

1. Virgin’s glass-bottomed jet
Branson announced today that his empire – Virgin – has developed the technology to introduce the world’s first glass-bottomed plane (pictured above.) One word. Genius.

2. SPAM launches Easter egg
This year the obvious news hook for April Fools is Easter, but this campaign just reeks of chopped up ham. Apparently SPAM has extended its range with an Easter egg including mini ham treats covered in chocolate – an unusual and delightful pairing (pictured below.) Available in supermarkets today, that’s the giveaway.

3. Mumsnet launches vajazzling course
Online parenting community Mumsnet has launched a vajazzling course for members including a keynote talk from former TOWIE star Amy Childs. Why? Because, as any new mum knows, appearance is the first luxury to be sacrificed when caring for a baby. In my mind the Mumsnet members are vicious roller derby players with babes in arms. They’re definitely not to be messed with. Vajazzle, really?

4. Twitter tax
Twitter has announced that it’ll begin charging tweeters for using vowels – although foreign language options will remain unaffected. For $5 a month, users can update to its premium service where all letters are available. A good try because it does make you look twice.

5. Cats crackdown on yobs in Croydon
There’s times when I have to represent Croydon and this is it. A faux feline story reports that cats are being trained and given top technology to patrol antisocial areas before reporting back to the authorities and the cats’ HQ: the Mobile Evening Observation Wing (or Meow for short.)

Spotted any more? Drop me a line and I’ll add it to the hall of fame.

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Virgin delivers a classy TV campaign

2 Mar

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Well here it is – the first time I’m using the happy / sad faces to refer to a campaign on Prime Time.

Drum roll please. The first campaign is from Virgin Media’s TiVo… and… it’s … positive.

Goodness knows how much this ITV and Channel 4 advertising stunt cost the company, but I think it’s worth it.

Viewers of Coronation Street, Dancing On Ice and One Born Every Minute will have thought that their favourite programme had been ‘accidentally deleted‘ after their screens went blank last night. The prank was quickly uncovered when the audience was told that Virgin TiVo can save the day because it recovers deleted programmes via its recorded TV system for a short time – so accidents like this don’t ruin your evening.

It’s a great way to generate brand awareness for the device and highlights an incredibly valuable attribute that people, like me, want to know about. The adverts demanded attention from TV addicts, presented a common problem and showed them a solution in a classy manner.

But, coming from Virgin, I don’t think I expected anything less.

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