Blog : awareness

The London Eye: Capturing a moment in time

The London Eye: Capturing a moment in time

CAPTURING A MOMENT IN TIME

CLIENT : THE LONDON EYE

THE BRIEF

How do we keep The Coca-Cola London Eye front of mind during key seasonal sales periods and position the brand as an iconic London landmark that is a must see attraction for both domestic and international tourists?

THE STRATEGY

Mo Farah was set to race for the last ever time on the track at the London IAAF Athletics World Championships on 12th August finishing his career as Britain’s most successful athlete of all time. We invited Mo for a final lap of honour atop of the London Eye, the day following his race to celebrate this moment in time and join two London icons together.

THE RESULTS

We created a “Mo-ment” in time that graced domestic and international news channels, a front page of the Metro, the 2nd most viewed video on BBC.co.uk/News and phenomenal social media reach – all positioning and reaffirming the London Eye as an iconic London Landmark.

E&J Brandy – Winning the Urban Market

E&J Brandy – Winning the Urban Market

WINNING THE URBAN MARKET

CLIENT : E&J BRANDY

THE BRIEF

Although already a cult product with urban youths, E&J Brandy had never marketed to a young urban audience in the UK before. How could it engage this hard to reach audience on a level that was authentic, relevant and meaningful?

THE STRATEGY

We developed a brand communications platform and strategy and created the audience profile of ‘Calvin’, the bullseye consumer. We conducted quantitative and qualitative research to depict and identify Calvin, his life, his values and the role E&J Brandy could play in his brand repertoire.

THE RESULTS

The communications platform ‘Always Real’ was created and using this we delivered all consumer and trade ATL and BTL assets, securing fashion and music photographer Ashley Verse to shoot our campaign photography. We also launched E&J Brandy on Instagram, developing content to capture the attention of Calvin and the urban youth market.

THE MTV Europe Music Awards – Bringing the global to local

THE MTV Europe Music Awards – Bringing the global to local

MTV EMAs – BRINGING THE GLOBAL TO LOCAL

CLIENT : MTV

THE BRIEF

As communications partner for the 20th MTV EMAs and it’s first appearance in Glasgow, Stripe was tasked with maximising the event with local audiences and winning the hearts and minds of Glaswegians across the city.

THE STRATEGY

Stripe’s strategy focused on ensuring that Glaswegians were engaged and feeling part of the event – even if they couldn’t attend. A series of exciting and innovative events, extensive media relations and compelling social media content were used to amplify the reach and buzz of the award – including a search for super fans – affectionately known as screamers, social media treasure hunt with giant MTV logos and an exciting Lightshow from R&B star Labrinth.

THE RESULTS

To have been named as ‘undoubtedly the best agency MTV has worked with in 20 years of EMA’ was kudos enough however we also created a local MTV EMA Glasgow community online and offline that engaged with events and shared their experiences to amplify the buzz (single events achieved over 2.2 million impressions on twitter) and secured over 1.7billion OTS though positive and engaging media coverage helping to contribute to an economic impact for the city of over £10million

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS

MAKING A SAFETY MESSAGE RESONATE WITH MOTORBIKERS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

Motorbikers make up one per cent of Scotland’s road users, but account for 13 per cent of its fatal road accidents. Our brief was to raise awareness of best practice and biking safety among the biker audience. No mean feat when many have been riding for years – 25% of those bikers are men aged 40-49 – with long engrained riding habits.

THE STRATEGY

Our campaign was simple: ‘live fast die old’ – a fun campaign grounded with a serious message. Stripe brought the campaign to life with an extensive media programme, social media campaigning, partner engagement and a whole load of creative content.

Extensive research helped us to understand the biker camaraderie, what influences them and to find a voice that would resonate, paying particular attention to the phrases the biker community love to use but no one else has heard of, from “weekend warriors” to “belly-shovers”.

The aim was to get bikers talking about the campaign, highlight safety advice, and encourage them to share their good and bad safety stories. Best practice all the way.

THE RESULTS

Stripe pushed safety up the bikers’ agenda. 72% of the ‘40-49 male biker’ target audience felt motivated to improve their road safety after being exposed to the campaign. One in four said they’d mentioned it to someone else and 78% felt it had improved their understanding.

The social media campaign generated almost 87,000 likes, comments and shares with a total reach of 2.5 million people. One YouTube video created for the campaign had 196,000 views alone.

In a post-campaign survey, 67% of people said they heard about the campaign because their friend had liked or shared info about it. Two thirds shared information themselves and over a third invited friends to like the LFDO Facebook page.

Ledaig – Reaching whisky connoisseurs

Ledaig – Reaching whisky connoisseurs

REACHING WHISKY CONNOISSEURS

CLIENT : BURN STEWART DISTILLERS

THE BRIEF

For the launch of Ledaig 42 Year Old, the brand’s rare and sought after ultimate aged Single Malt, Stripe was tasked with introducing the new expression to the global market. Through a combination of traditional PR and social media, we needed to gain maximum visibility amongst whisky collectors and connoisseurs to ultimately create demand and drive sales.

THE STRATEGY

In order to get Ledaig 42YO onto our audience’s radar, we worked hard to deliver maximum impact with minimum budget, developing a robust and focused plan of attack. The first step was creating a comprehensive communications toolkit to share with key Ledaig international markets to ensure quality and consistency of messaging across our global audience. This included building a dedicated Ledaig 42YO microsite to support raising the profile of the brand online and promote the significance of this new expression.

We worked with our in-house design team to produce a targeted, creative mailer to get the new expression into the hands of media and influencers, creating a stir online, grabbing the attention of key opinion formers, brand fans and prospective customers.

THE RESULTS

Over the course of the campaign, our activity secured 46 pieces of media coverage with 25,392,130 opportunities to see and hear, with a social reach of 119.2k across Facebook and Twitter.