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Best in Show
Welcome to Speed’s roundup of the best consumer campaigns out there
The London Eye began blinking on and off and emitting strange sounds. Social media lit up with members of the public, bloggers and influencers talking about the mysterious event and posting videos, fueled by a Twitter user called Electricity and the hashtag: #ElectricityTalks. A day later, a Twitter user decoded the strange flashing lights as morse code and posted the translation: “Hey Porsche, get me out on the road. Love, Electricity.” Plugging Porsche’s first all-electric vehicle, the Taycan, the content reached 65 million users in a few days.
Why we think it’s great: “This is a great example of a brand utilising user-generated content to create engagement on social media. The clever Twitter conversation between Porsche and ‘bored’ Electricity has been a continuing thread for the high-profile campaign.”
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 publicise the work of a London-based cancer centre and raise awareness of its precision-based research? By commissioning Poet Laureate Simon Armitage to write a poem engraved on a cancer pill. The Institute of Cancer Research’s (ICR)’s new building will open next year and conduct new research into cancer’s ability to adapt and evolve resistance to drugs. The 51-word poem was carved by micro engraver Graham Short on a 2cm long and 1cm wide pill. This may be a micro idea, but it is hoped to have macro results and encourage an additional £14m in donations to complete the building.
Why we think it’s great: “This is an imaginative way to pinpoint the poignancy of the ICR’s work. Simon Armitage’s poem is more powerful for being engraved on a cancer pill that represents the hope of future cancer treatment.”
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.”
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 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.”
Click here to find out more about the consumer team at Speed and their award-winning campaigns.