First of all a very happy New Year to all from our Branded3 team! Since we’re now entering 2016 we thought it’d be nice to take a look back at some of our favourite campaigns of 2015 and why we loved them. So here each member of our PR team has outlined which was their favourite campaign of last year and why.
Kristina Semonella – #MissingType – blood donation campaign
I absolutely loved the #MissingType campaign from NHS Blood and Transplant that came around ahead of National Blood Week last year. We saw high profile places and brands including the likes of Downing Street, Waterstones, and Odeon with the letters ‘A’, ‘O’, and ‘B’ go ‘missing’ from their signs.
The campaign highlighted that if not enough new people donate these blood types in the next few years, there won’t be enough blood available to help patients when they most need it: according to NHS Blood and Transplant, there were 40 per cent (120,000) fewer new blood donors last year compared to a decade ago.
This was just such a simple yet effective campaign that generated a lot of awareness and encouraged people to get on board… especially on social! I remember going on Twitter on the morning that the campaign went live and was filled with intrigue and eagerness to find out what an earth was going on! When I found out, I thought, ‘_l__dy genius!’.
That whole week we saw an abundance of social users helping to spread the word using the hashtag #MissingType and dropping letters from their own social profiles. It was an extremely eye-catching and thought-provoking campaign that was very cleverly executed.
You can find more details on the campaign site – http://www.blood.co.uk/news-media/campaigns/national-blood-week/
Will Hobson – Xbox: Rise of the Tomb Raider
To mark the launch of the new Tomb Raider game in November, Xbox staged an amazing stunt: tasking eight Lara Croft fans with the challenge of standing on a billboard in London for 24 hours as they were pelted with harsh weather conditions, as voted for by the public.
I loved how this campaign used an integrated approach of both online and offline PR techniques, as well as its use of social media. 2015 really was the year of the billboard and this is my personal favourite.
For more details on campaign, take a look here – http://www.campaignlive.co.uk/article/xbox-rise-tomb-raider-survival-billboard-mccann-london/1372739
Evelina Jankauskyte – TalkTalk Emoji People
My favourite campaign was TalkTalk’s “Emoji People”. The campaign was created for the launch of the TalkTalk lowest priced unlimited mobile SIM, and when I saw it I thought it was hysterical, but also so simple.
To encourage people to visit the microsite, a simple emoji IQ quiz was set up, and emoji people walked around London to capture the public’s interest.
More details are available on Taylor Herring – http://www.taylorherring.com/blog/index.php/2015/05/uks-fastest-growing-language-is-emoji/
Emily Green – Pandora ‘The Unique Connection’
Pandora released a video (which ended up going viral) to promote their new line of unique jewellery. They staged a small experiment with six mothers and their children to see how unique the bond is between mother and child; the results were very touching.
It’s my campaign of the year for a few of reasons: every time I watch it I get ‘aw’ feeling and it makes me appreciate the bond I have with my own Mother, and I also like how simple it is and how it ties in perfectly with their proposition and product.
Watch the video here:
Sophie Jackson – Samsung Turkey’s Hearing Hands
A whole town learned sign language so they could speak to Muharrem, the only deaf man in the small town he lives in. The campaign coincided with the launch of Samsung Turkey’s new video call centre, enabling the hard of hearing to experience the same level of customer service as those without any hearing impairments.
I think it’s a great campaign because most people don’t appreciate that they have the ability to converse with everyone around them every day. You can see from the video how touched Muharrem is and how much he appreciates being given this chance. It allows people to empathise with his situation. A compassionate PR campaign gets results.
More details are on the campaign page here or watch the video for more:
David White – Dove ‘Choose Beautiful’
The campaign itself uses a simple mechanic based around a four minute video in which women from five global cities were asked to walk through one of two doors: the beautiful door or the average door.
The campaign was delivered in a simple concept but gained viral traction due to the message it was delivering. By focusing on self-confidence, the campaign spoke to every single person who watched the video and gave the user a subject which is easily relatable.
The ability to celebrate and encourage those with confidence and change the perception of those who lack confidence allowed Dove to capture a real life conversation.
This is my favourite campaign of 2015 due to its simple mechanics and powerful messaging. This campaign also allowed Dove to gain international traction by featuring women from around the globe.
More details are on the campaign site – http://www.dove.com/uk/stories/campaigns/choose-beautiful.html
Victoria Mcmahon – This Girl Can
This was a national campaign developed by Sport England and a wide range of partners. It aims to liberate, empower, and celebrate women across the country who are ‘doing their thing’ no matter how well they do it, how they look, or how red their faces are.
The campaign was fuelled by the Active People Survey which found that 7m women aged 14-40 in the UK said they would like to participate more in sport and physical activity. However, there is a ‘huge fear of judgment that is truly significant and a unifying barrier to taking part.’
As a result, Sport England created an entire microsite which brought together all different types of informative and inspirational content, including a user-generated social sharing platform.
The campaign aimed to “inspire women to wiggle, jiggle, move and prove that judgement is a barrier that can be overcome.” The campaign featured a heavy advertising push, and amassed a tonne of media coverage. It was a great success on many levels, continuing to grow and develop throughout the year.
More details are on the campaign site – http://www.thisgirlcan.co.uk/
Carrie Balloch – Burger King’s ‘Settle the Beef’ proposal to McDonald’s!
This international campaign trended for days! Burger King sent McDonald’s a proposal that the two set aside their differences on last year’s International Day of Peace by creating a joint burger called the McWhopper!
They took it online by launching the website McWhopper.com and got people talking using the #SettletheBeef hashtag. The United Nations recognises 21 September as the International Day of Peace, and Burger King proposed to serve the McWhopper in a pop-up restaurant halfway between the brands’ respective headquarters in Chicago and Miami on this day.
The campaign was designed to generate the most attention and awareness possible for the occasion and ultimately make history; McDonald’s, however, rejected the offer.
This does not mean the campaign did not make history in the world of PR! This campaign not only sits as my favourite PR campaign of 2015, but ranked 4th best out of 135 with PRWeek. It certainly generated extra conversation around the day and encouraged others to come together and make peace.
National and international press were talking about the campaign and users on social media urged McDonald’s to say yes using the #SettletheBeef hashtag. Other fast food chains begged for the chance to make a hybrid burger with the Burger King brand and the microsite gained visits from across the world.
For more details, visit the campaign site – http://mcwhopper.com/
— Burger King (@BurgerKing) August 26, 2015
Beth Hibbert – Carlsberg drinkable billboard
Back in April, Carlsberg created what was ‘Probably the best poster in the world’. Nothing gets the public excited like the opportunity for free beer, so when the Danish brewer unveiled their drinkable billboard in Shoreditch, the street was packed with beer drinkers from across London.
The campaign was the first of many for Carlsberg who have been carrying out various stunts throughout the year to support their TV ads based around “If Carlsberg did…” This is a great example of how offline stunts can boost TV and online PR.
More details can be found on Adweek – http://www.adweek.com/adfreak/carlsberg-makes-londoners-happy-billboard-gives-out-free-beer-164087
So that’s our round up of our favourite campaigns! We’ll be continuing our Campaign of the Week posts throughout 2016, so make sure you come back each Friday so see which five we’ve picked out. Be sure to send us any you think we’d like!