Brands2Life scoops up three nominations at the PRmoment Awards 2018
London, 9th February 2018 – We’re finishing the week off on a high with three award nominations at the PRmoment Awards 2018 for our work with Match and The HomeOwners Alliance. The campaigns received nods in the Stunt of the Year, Best use of Research and Best use of Creativity categories. The PRmoment Awards are a key highlight in the UK PR calendar, celebrating excellence across the marketing communications industry.
Our ‘Model Males’ campaign created with Match has been shortlisted twice at the awards with nominations in Stunt of the Year and Best use of Creativity categories. The campaign has been an industry favourite with nominations at The Drum Event Awards and covered in PRWeek last year.
Together with Match, our experiential campaign looked to show single women they could still find high-quality men on its site amidst the rise of dating practices such as ghosting (vanishing without a trace) and breadcrumbing (leading someone on). Our answer was a pop-up shop, stocked to the brim with eligible bachelors. We used 3D-printing technology to turn six eligible Match members into miniature action figures with their profile information featured on the packaging. To truly put these bachelors on display we hosted a pop-up retail experience that ran for three days where single females could come and ‘browse’ the different men on offer through Match. Forty-seven pieces of coverage were generated in total, hundreds visited and thousands more viewed the experience on the bustling streets of Marylebone. To see the shop yourself, watch our ‘Model Males’ campaign here.
Our third nomination has been awarded to our ‘Homes Held Hostage’ campaign with the HomeOwners Alliance for Best use of Research. Last year, Brands2Life and The HomeOwners Alliance set out to effect real change in a long-neglected area of the housing market: the leasehold system. We used publicly-available data to reveal that 1.57 million owner-occupied leasehold properties in Britain are ‘held hostage’ by their freeholder. We also uncovered that 42% of leaseholders did not know the length of their lease; half of the respondents revealed they had problems with their freeholders and a quarter had a lease below 80 years, the point at which value and ‘mortgageability’ are affected. We used this data and the typical cost of extension to calculate that freeholders stood to gain over £4 billion from leaseholders if the system was not reformed.
We launched our findings in an 8,000 word report which was downloaded more than 8,000 times. Over a period of eight months our findings generated 75 pieces coverage debating the issue. On 21st December, Communities Secretary Sajid Javid announced an immediate ban on new leasehold houses and a raft of legislation which will reduce ground rents and make it easier and cheaper for leaseholders to purchase their freehold.
Winners will be announced on 22 March and the full shortlist is available to view here.