Brands2Life celebrates four nominations at the SABRE EMEA Awards 2018
London, 16 April – We are delighted to announce that Brands2Life has received four nominations at the SABRE EMEA Awards, the world’s largest and most revered PR awards competition. Our campaigns with Match, LinkedIn, Moonpig and HomeOwners Alliance have been shortlisted respectively for Marketing to Women, United Kingdom and Ireland (Large budget), Food and Drink, and Associations. Our nominations follow the recent announcement of Holmes Report North America New PR Agency of the year, in which our US office was shortlisted.
Previously shortlisted at the Drum Event Awards and PRmoment Awards, our Model Males campaign created with Match has been shortlisted in the Marketing to Women category. Using 3D printing technology, we turned six eligible Match members into miniature action figures with their profile information featured on the packaging. The three-day experiential retail pop-up literally put Match’s bachelors on display giving single females the opportunity to ‘browse’ the various men on offer through Match. Located in a bustling street in Marylebone the pop-up had hundreds of visitors and was viewed by thousands. Over fifty pieces of coverage were generated, with national and broadcast hits.
Created with LinkedIn, our This is Success campaign has been nominated in the United Kingdom and Ireland (Large Budget) category. We revealed that 13.5 million Brits feel unsuccessful, so together with LinkedIn we set out to challenge traditional perceptions of success and encouraged LinkedIn’s members to define it for themselves. To give Londoners a taste of success we created a breakfast sub, packed with dopamine-releasing ingredients to induce the feeling of success. Located at Shoreditch’s BOXPARK, the pop-up event ran over three days and was a hit with locals, selling out of 300 sandwiches per day. Our truly integrated campaign spanned PR, social, digital and experiential boosted awareness and garnered 4.1 million social impressions.
Nominated in the Food and Drink category, is our Evil Spirit campaign brewed up with Moonpig. Encapsulating Moonpig’s brand refresh and highlighting their gift offering we sought to leverage the increasingly popular calendar date of Halloween. Together we created a drink imbued with genuine evil spirits and created the world’s first haunted gin. The gin, made with fruit and herbs from Britain’s most haunted village and blessed by a real witch, got people talking, and more importantly, buying. The haunted gin sold out within hours and drove over 8,800 people to the site to purchase the product. The gin had over 550 mentions on Twitter with a total potential impression of over three million.
Finally, our Homes Held Hostage campaign in collaboration with HomeOwners Alliance has been shortlisted in the Associations category. Setting out to effect real change in the long-neglected area of the leasehold system, Brands2Life and HomeOwners Alliance created the ‘Homes Held Hostage’ report. We used research to show that 1.57 million owner-occupied leasehold properties in Britain are ‘held hostage’ by their freeholder and 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. The campaign generated over seventy pieces of coverage of which over half were national publications and the report has been downloaded over 8,000 times. Finally, on 21st December 2017, 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.
The SABRES Awards EMEA 2017 shortlist is available here, and the winners will be announced on 23rd May.