We’ve written before about how much we value being many creative agencies’ best kept secret when it comes to design, print and web projects. So, we were keen to read about this year’s PR Week Awards, not only to see if there were any faces we recognized but also to take inspiration from the UK’s best public engagement campaigns. Here are just a few that caught our eye…
The winner this year was Unity for its promotion of Get Safe Online Week which used a light-hearted technique to tackle some ageist myths about phishing. Research found that twice as many 18-24-year-olds have been the victim of online con-artists as people aged over 55, yet despite this many people think phishing is something that mainly happens to older people.
To dispel these myths and help younger people understand their vulnerability when online, Unity taught some women over 55 to phish and try out the techniques on their unsuspecting grandchildren. Four out of five young people were ‘scammer nana’d’ and clicked on the link which took them to a website explaining what had happened and why. Impressive coverage and engagement was achieved with over 40% of young people saying it made them think more about their online security.
You may already know that we work with a number of clients in the fashion industry and frequently take our design, print and web inspiration from the catwalk.
FleishmanHillard Fishburn won the PR Week Award in this category for making ‘ugly’ footwear brand Crocs cool. They worked with designer Christopher Kane – whose reputation is built on making the ordinary beautiful – to create limited edition collections. These were then debuted at his London Fashion Week show. The collection made headlines the national press with stars such as Rihanna requesing a pair. Sales surpassed expectations and collections sold out.
For many years, we’ve worked with the travel industry and we loved the campaign by Taylor Herring which won this category. Easyjet wanted to engage with family flyers, so Taylor Herring came up with a campaign that tackled two of parents’ biggest worries – how to keep kids occupied when travelling and the amount of time they spend staring at screens.
Taylor Herring came up with the idea of ‘Flybraries’ which also linked with concerns that child reading rates are low. Thousands of classic children’s books were placed on planes to get children reading stories during the flight. Famous children’s author Dame Jacqueline Wilson selected the books, the scheme was launched at airports and videos were sent to families via pre-flight emails. The campaign generated huge amounts of media coverage and an increase in family bookings.
Cohn & Wolfe were also highly commended in this category for their brilliant ‘Inflatable Sanctuary’ campaign for Hotels.com. It addressed the issue of swimming pool inflatables that were abandoned after holidays and gave guests the option of adopting them. The witty campaign gained over 700 pieces of coverage around the world.
Whether you are a PR agency that needs a reliable, competitive and experienced design, print and web supplier you can outsource to; if you’ve been inspired by the success of these campaigns and want to step-up your own PR and marketing game; or if you have an idea that’s even better, call us on 0208 590 0922 or email us at firstname.lastname@example.org and make it happen!