With half of the year already done and dusted now is a perfect opportunity for us to highlight the great PR campaigns of the year so far as judged by the team at instinct pr.
One of the best PR campaigns so far is for Dove who decided to ‘spread the love’ with an interactive screen at the busy Victoria station in London for Valentine’s Day. Targeting commuters, Dove encouraged people to tweet or text to different questions posted on the screen each day as part of Dove’s ‘real beauty’ campaign. Questions included “who is the most beautiful woman in your life and why?” and “what makes you feel beautiful?” with responses streamed in real time via #DOVELOVE. Dove brand ambassadors were also scattered throughout the station, giving people presents to give to their Valentine.
This was an eye-catching campaign and a real talking point for Londoners over the Valentine period. It also shows the power of getting customers engaged with your brand via social media. It definitely put a smile on the face of many of London’s stressed-out commuters.
Another London-based stunt, Tropicana launched a huge sun installation over Trafalgar Square on a dreary January Monday as part of their ‘Brighter Mornings’ campaign. More than 35,000 cartons of juice were handed out, with tourists and commuters alike encouraged to take pictures from designated photo points and watch the sunrise from Tropicana deckchairs with branded sunglasses and blankets. The ‘sun’ was suspended from Nelson’s column for the full day to get maximum impact.
This PR stunt for Tropicana is hugely creative yet simple and shows the impact PR can generate. This achieved national coverage newspapers such as The Daily Mail. Tropicana also filmed the day and uploaded this to Youtube where the video has been viewed over 30,000 times.
Facebook and NHS
In May the NHS teamed up with Facebook in order to promote their organ donor service. An incredibly worthwhile campaign, the NHS used popular social networking site, Facebook, in order for people to spread the word amongst their friends. In the UK around 10,000 people are on a waiting list for an organ, and three people on that list die every day still waiting. People create an organ donor ‘life event’ on their wall, which then transfers to all their friends’ timelines to create more awareness of the cause. Zuckerberg personally announced this joint project, giving it even more importance.
This made the headlines on BBC news, Sky news, The Metro and The Telegraph, perhaps unsurprisingly giving the fact it is two of the largest companies, private and public sector, coming together. We don’t have figures on the rise in numbers of organ donors but we are sure this campaign will have targeted a huge section of their key demographic.
Ben & Jerry’s
Ben & Jerry’s played on the fact that nobody wants to share their ice cream as it is so delicious that they created a lock for your tub earlier this year. Perfectly in keeping with Ben & Jerry’s light-hearted humour, the ‘Euphori-Lock’ makes sure nobody steals your precious ice cream! The combination lock fits perfectly onto the pint tubs, and simply states: ‘I’m terribly sorry but there is no “u” in ‘my pint’. These locks are being sold in America for $6.64 for the die-hand Ben & Jerry fans out there.
A pure stroke a genius, we’re not sure this would have increased Ben & Jerry’s sales by much but it certainly emphasises the desirability of their ice cream. The idea came from them listening to their customer feedback, where one person mentioned the tubs should be padlocked. Customer feedback and most importantly listening to this feedback generated a great PR stunt for Ben & Jerry’s. On this side of the Pond it featured in Stylist magazine.
Guinness have upped the QR code ante by creating a pint glass that can only be read once filled with Guinness. A QR code is a two-dimensional barcode that can be read by smartphones and is becoming a huge part of PR and advertising campaigns due to their convenience and ultimately increased sales. Once you’ve scanned the Guinness QR Cup it “tweets about your pint, updates your Facebook status, checks you in via Foursquare, downloads coupons and promotions, invites your friends to join you, and even launches exclusive Guinness content.”
The fantastic twist to this is that the QR code can only be used when the pint is filled with Guinness, no other drink will work. Some techie deserves a medal for this one! The clever concept created lots of media interest and featured in Brand Republic, Ad Week and The Grocer to name a few.
We could have go on and on and on about great 2012 campaigns. Let’s hope the second half of the year is just as creative.