Our shiny new trophy on our awards wall. Big thank you to @MarketingWeekEd for a great evening #MarketingWeekAwards
To make Pestaurant 2014 bigger, better and buggier than ever before, we invited former Great British Bake Off contestants to create and bake a bespoke recipe containing edible insects. The contestants were filmed creating their dishes, posted on YouTube and seeded with key media to create buzz and encourage the public to vote for their favourite by either liking the video or tweeting a hashtag.
The winning dish – Early Bird Breakfast Pie, created by Ruth Clemens – was served at the London Pestaurant event to over 3,000 hungry visitors. The campaign generated 64 articles (including eight pieces in national media) reaching 791 million, and 7.3 million impressions via 1,224 mentions on Twitter by 595 unique users.
As part of the insight planning phase for the campaign, we discovered VMware’s customers faced a common industry problem: their employees bypassing corporate IT to purchase cloud-based services themselves. We wanted VMware to be the first to quantify the issue and, by exploring the views of both heads of IT and office workers across ten European countries, we proved on average €1.6 million per company was being spent on Covert Clouds every year.
Our integrated campaign brought together international media relations, social media content, digital asset creation, exec comms and event management, delivering a central communications platform for VMware’s annual in-country customer events. It generated over 500 items of coverage across EMEA, with unparalleled business coverage including a full page in the Sunday Times’ Business Section (UK) and major articles in La Republica and Il Mondo (Italy), Le Figaro (France), WSJE and Handelsblatt (Germany) and Borsen (Denmark).
The HR blueprint is a digital diagnostic that helps HR professionals to assess where their organisations are currently, and where they need to be to deliver on business strategy, against eight key HR practice areas.
The interactive blueprint has been designed, developed and launched by Brands2Life and Hay Group to show how strategic HR delivers enhanced organisational performance.
To promote match.com socials aphrodisiac-based dining events, Brands2Life set up a one-day pop-up ‘Aphrodisiac Café’ to get people in the mood for love.
The menu, which included smoked oysters, crunchy asparagus and chilli peppers, was created by a Michelin-starred chef, Pascal Aussignac, of Club Gascon, and was specially designed to ignite passion and titillate the taste buds of London’s daters.
Coupled with research about dinner dating faux-pas and delicious aphrodisiac recipes, the story went down a treat with the media. National and lifestyle journalists attended the event and enjoyed their own dating experience – resulting in dedicated feature coverage and over 23,000 views of the blogger recipe video.
Cloud business planning pioneer Anaplan was born in the UK, and its CTO Michael Gould still runs Anaplan’s R&D there. We helped Anaplan open a brand new office in York’s city centre and announce its plan to double its headcount in the city.
We invited the Leader of York City Council James Alexander, and representatives from York University and its students union to an event attended by International Business Times, TechWorld and Yorkshire Post. As a result, Anaplan is now firmly established in the burgeoning northern tech scene with strong ties to both the city council and local universities.
This spring we took a lead role in the John Lewis 150 years celebration. We worked hard with the in-house team to create a multi-faceted, multi-media campaign that would attract all the attention the anniversary demanded – and more much besides.
Our work included driving feature coverage; encouraging people to attend the exhibition; organising the press party at the Roof Gardens; and driving Twitter buzz about the anniversary.
Coverage has been outstanding with major features across all broadcast, national and regional media and our Twitter campaign gained 2,330 followers. 21,000 visited the exhibition and over 37,000 people have visited the special garden at the Roof Gardens.
It takes 30 seconds to wash your hands effectively; to get this message across we recruited the London Youth Gospel Choir as “Hygiene Angels” to sing 30 second excerpts from popular songs to highlight the recommended time for proper hand washing. We commissioned research revealing 30% of people believed they only needed to wash their hands for 15 seconds or less.
Our hygiene pop-up had tools to swab hands and personal items and set a World Record for the most items and hands swabbed in one hour.
Rentokil asked us to catapult it into the national consciousness. Inspired by I’m a Celebrity and scientific research on insects as a food source, Pestaurant was born. We created the whole experience including logo, menu, pop-up, chefs, co-ordination with relevant authorities, and media strategy. Comprehensive targeting of listings publications yielded pre-event coverage and our Twitter campaign drove footfall on the day.
The outcome was overwhelming, Pestaurant saw queues before it opened until the moment it closed. Over 2,000 people visited to sample the pests on offer with the world’s media capturing their reactions. Pestaurant was covered in 18 countries, garnering over 360 pieces of coverage and #Pestaurant trended on Twitter, attracting 1,500 tweets on the day.
LinkedIn tasked Brands2Life to promote its first ever global initiative, LinkedIn ‘Bring In Your Parents Day’; the biggest consumer initiative in their history and described by its CEO, Jeff Weiner, as a “game changer” in moving the company’s image.
Run across 14 countries in 11 languages, it gave parents a taste of what their working children do on a daily basis. We researched and developed different news angles for media and social and also created toolkits to co-ordinate with countries effectively. We built social media assets to create and sustain engagement, as well as a strategy to get #BIYP trending.
With over 510 pieces of consumer media coverage and 21.6 million impressions for #BIYP, BIYP day will now be an annual event.
EMC is a $22 billion international technology giant that helps businesses and government’s store, manage, secure and interpret information.
We needed to amplify EMC’s brand, helping it play a ‘bigger game’ and transform its integrated communications, particularly in the public sector, to deliver sales and marketing impact.
Building on our wider government engagement programme, Brands2Life secured an invitation for Pivotal’s CEO to speak alongside David Cameron, to mark the third anniversary of Tech City. EMC has now been invited to join the government’s Data Strategy Board and a National Cyber Crime task force, the Information Sharing Partnership.
To get Qlik’s technology into the hands of a business audience we needed a story that would resonate with a mainstream, yet business-focused audience. We tapped into the ambitions of the everyday business and national paper reader – how to become a CEO. We researched the backgrounds of FTSE 350 CEOs – spending hours going through company reports, Googling publicly available information. This data (date and place of birth, education, previous roles, tenure, etc) was plugged into Qlik’s own technology and an app built on a specially built microsite. e also developed supporting collateral including an infographic. Coverage appeared on all major national titles (Financial Times, Guardian, Telegraph, Forbes) – with the Qlik app embedded in The Guardian website, usurping a key competitor, and the app itself accessed over 17,000 times globally.
Business intelligence company Qlik wanted to raise awareness of its brand among financial services and banking professionals and drive attendance at a roadshow in Canary Wharf. Given the ambition and competitive spirit of this demographic, we helped Qlik develop a football-themed online game to gain brand awareness and encourage event registrations. Brands2Life built the Qlik-branded Keepy Uppy Challenge and worked closely to support the experiential event on a sunny day in Canary Wharf through social media, PR and promoting the game, where bankers and workers could try their luck at keepy uppy in real life too, winning tickets to a Wembley match and signed Lionel Messi T-Shirts. The game has been played over 7,300 times already and will run until the end of the Football World Championship, promoted in social media and editorial copy, reaching a wide audience to increase brand awareness of Qlik.
Based on the insight that people who love dogs already have a common interest, we arranged a “Bark In The Park” event for match.com. This allowed them to cut through the crowded online dating market and engage with singles on an emotional level by inviting London’s single dog lovers to meet through their canine companions.
Working with dog experts, we created “dogvertising” – scented floor-level outdoor posters to garner the attention of passing dogs (with equivalent human ads at eye level) and a video which was peppered with various dog noises to appeal to any mutts within earshot.
As part of the integrated campaign, we also ran a blog outreach programme, a social content programme, social advertising and generated multiple national coverage articles.
JustEat know that to truly engage their social savvy audience they need to be in the midst of the trending conversations, underlining in irreventh ways why you don’t cook, just eat. This has included offerring Piers Morgan a new job as a pizza delivery man, when he lost his CNN job (which he retweeted to 3.8m Twitter followers…), showcasing food shaped like balls for ‘Ed Balls Day, and delivering a pizza from the dark side to the UK”s biggest Jedi on Star Wars day.
The right digital asset can create its own story, so when design and engineering firm Arup developed striking images of flight paths around the world, we grabbed the opportunity to generate some real impact.
It was the most read story of the day on the BBC and feature on BBC Newsnight. Numerous international outlets covered the story including The Daily Mail, Fox News and Metro International, with Wired creating a bespoke interactive version for its iPad readers.
The images went viral with 35,000 shares of the BBC story, 3,000 ‘likes’ on Facebook and 5,500 Twitter mentions in three days. This campaign took the Arup brand further and led to direct enquiries for the firm’s consulting team.