Blog : campaign

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.

Glasgow 2018 European Championships Mascot Launch

Glasgow 2018 European Championships Mascot Launch

INTRODUCING BONNIE

CLIENT : GLASGOW 2018

THE BRIEF

Develop a creative concept that brings the Glasgow 2018 European Championships mascot “Bonnie the Seal” to life for families and children.

THE APPROACH

The reveal of “Bonnie the Seal” had to be communicated in a visually engaging way in order to capture the imagination of young children and families. The campaign concepts worked up were to be rolled out across digital advertising, social media and out of house advertising. Stripe developed a suite of “Introducing Bonnie the Seal” assets including Snapchat geofilters and Facebook profile frames, as well as producing an animation which detailed the mascot’s backstory for a young, family audience.

THE RESULTS

The launch of the mascot saw #BonnieTheSeal trending no. 1 in Glasgow with over 10,000 tweets on launch day about the newly unveiled mascot. Bonnie’s backstory animation received over 125,000 organic video views in its first month of launch alone.

Check out Bonnie’s story here.

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.

John Lewis – Christmas

John Lewis – Christmas

JOHN LEWIS: THE BATTLE TO OWN CHRISTMAS

CLIENT : JOHN LEWIS

THE BRIEF

In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.

THE STRATEGY

Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.

THE RESULTS

The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.

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.