Tag Archives: Year

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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Is Dulux’s campaign a bit dry?

7 Feb

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It’s safe to say that PRs are a tough bunch that can promote anything: people, places, things. Essentially, we’ll try and get coverage for any noun – and that now includes colours.

Dulux’s campaign, featuring Girls Aloud star Nicola Roberts promoting Indigo Night, its shade of year, launched a couple of weeks ago and has so far secured some great coverage, including: The Sun, Daily Mail and Grazia Daily.

You can argue that the campaign’s got credibility: a group of colour and trend experts got together and predicted that this rich indigo colour would take the year by storm and appear on every wall in the country (sort of).

But, in spite of securing plenty of coverage across national and consumer press, it’s always productive to highlight areas of improvement. After all, there’s always next year!

Rather than a series of ‘boring’ analysts that no journalist felt was worth naming, Dulux should have considered a consumer poll. Yes – the papers are saturated with research stories but that can only mean one thing. Journalists enjoy writing about them and we still enjoying reading them.

This data – focused on consumers’ decorating habits, how they choose colours and their preference of hues for different rooms etc – would’ve not only provided Dulux with a series of news hooks to drip feed throughout the year, but also invited the need for experts to comment on the findings (roll out interior designers and fashionistas etc).

The campaign could’ve also avoided being a ‘one-hit’ wonder by showcasing four colours to take consumers through the year – backed by four celebrities. Sensual Indigo Night to take us through winter, Duck Egg Blue for spring… You see where I’m going through this. Why stop at one spike of coverage?

Lastly, a PR stunt involving Nicola (chosen for her elegance, strength and quiet confidence) could’ve tied into the campaign giving Dulux a ‘big reveal’ story by launching at high-profile events, such as the Ideal Home Show or Grand Designs Live later in the year.

Now, I’ve had my 2p worth. I just need to wait for Dulux’s call because obviously they’ll want to work with me next time.

Have I missed anything? What are your ideas?

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