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Best in Show
Welcome to Speed’s roundup of the best campaigns out there to inspire the Food & Hospitality sector
In the spirit of chalk pavement art, Burt’s Bees created an optical illusion tropical oasis in London’s beauty quarter, Covent Garden. The 3D-style jungle waterfall surrounded by rocks and flowers quickly became a talking point and selfie opportunity, while promoting its natural and sustainably-made Tinted Lip Balm range. Visitors to the installation were encouraged to tag @BurtsBeesUK and #BeATrueForceOfNature on Instagram to win a full-size lip balm and be entered into a competition to win a glamping experience with Canopy & Stars.
Why we think it’s great: “This inexpensive pop-up used the simple components of plants and paint to create big media and experiential impact and posed a perfect picture opportunity not only for Instagrammers but for consumers with a keen interest in beauty and nature.”
How to promote awareness of the 5G Rural First and the importance of connectivity for the UK’s rural businesses and communities? By connecting with a real-life cow of course. Developed for Cisco, the fun app Me+Moo allowed users to use the IoT collars (the ‘moonitors’) of dairy cows in a connected farm and received data on the cow’s wellbeing with milking, sleeping, scratching and resting data. Users were rewarded with points for inviting friends, sharing, sending messages and joining herds with the most active moving up the leadership board and sharing the campaign at the same time.
Why we think it’s great: “While connecting with their chosen cow, users received information about 5G Rural First and connected farms. With more than 5,000 users in the first week and more than 1,000 herds, the lighthearted approach was a novel way of promoting technology.”
Here’s one from our neck of the woods: Bristol-based Orchard Pig drinks company has created a unique pig pop-up to highlight the launch of its Orchard Pig Pink Cider. The wooden cabin has two single beds, is available for bookings on AirBnB and can be towed to a location of your choice. It includes a blanket, fully weatherproofed facilities with sleeping bags, festoon lighting, cooking equipment, soft furnishings and, of course, plenty of cider.
Why we think it’s great: “We like to ‘snout’ about this ‘sty-cation’, partly because it’s provides an opportunity for many awful puns, but mainly because it’s an inventive and fun way to promote a new product while perfectly encapsulating the brand’s fun and irreverent values. As a fixture on AirBnB the campaign may go on to ‘hog’ the limelight for some time to come. Sorry, we’ll stop now.”
As three quarters of a million people flew to their holiday destination this year with easyJet, the budget airline partnered with the National Literacy Trust to launch a European-wide summer reading initiative. Fronted by author and mother Katie Piper, the campaign aimed to get books into the hands of 20 million young passengers with an in-flight children’s library. Titles such as Peter Pan, Alice’s Adventures in Wonderland, The Wizard of Oz and The Railway Children evoked the spirit of adventure.
Why we think it’s great: “With 60,000 books on 300 aircraft and in 156 airports in 34 countries, this campaign positions easyJet as a family-friendly carrier while encouraging reading for pleasure of its youngest passengers.”
IBM wanted a campaign to connect better with its developers. Meanwhile, the world was, and still is, undergoing an unprecedented number of natural disasters. In response, Call for Code was born – a multi-year global initiative that rallies developers all over the world to drive positive change and address readiness for disasters by writing and sharing code. In collaboration with The David Clark Cause, The American Red Cross and The UN, IBM Originals (the content studio within IBM) launched the world’s largest hackathon, kick started the annual Call for Code competition and released the feature-length documentary Code & Response, showing how “a new generation of disaster-responders dare to bring a new tool to save lives: code.”
Why we think it’s great: “With the ongoing Call for Code global campaign, IBM is clearly positioning itself as a pioneer in new technologies, bringing coders, futurists and humanists together. The documentary brilliantly shows off its creativity and compassion while establishing IBM’s ethos and capabilities in championing a cause that matters to everyone on the planet.”
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