2013 is back in full swing already at H+K Towers but in addition to sharing a couple of great bits of work from this week, I also wanted to look back on some of the campaigns that are my H+K highlights of 2012
But first, this week….
Our Retail + Leisure team, the team behind the #nameourplane campaign for Tui, have struck gold with their latest campaign. The ultimate job search is on: to be First Choice’s SplashWorld waterslide tester http://t.co/x7ytHkPc. It’s got huge media attention, gone viral and better still, already had a massive amount of applications!
In addition, as part of our work for the Mayor’s Fund, we launched the Mayor’s Fund Magic Breakfast programme. With the Mayor of London, Boris Johnson at the helm, this healthy eating initiative will fuel 5,000 hungry children with free, healthy breakfasts in 50 schools across London’s most disadvantaged areas.
So stepping back into the not too distant past, below are just a few of my favourite H+K Campaigns of 2012
First up, has to be our idea to surprise some shoppers at Westfield who were taking advantage of the adidas #takethestage photobooth with none other than Mr Beckham himself: the shoppers couldn’t believe it, the media loved it, it went viral and went global. AMAZING
Next up: The P&G Capital Clean Up campaign. As part of P&G’s 10 year partnership with the IOC they wanted to demonstrate its commitment to helping London look its best ahead of the London 2012 Olympic Games. P&G’s household brands Flash, Ariel and Febreze joined with Greater London Authority to launch the P&G Capital Clean Up, a 3 month campaign to clean up London. Actress Keeley Hawes and over 1,600 community champions took part in 20 clean up events, sprucing up 10 square miles over 20 of London’s boroughs. A great initiative that made a real difference!
Next, a great creative idea that was original, simple and flawlessly executed: To support the launch of Hotel Indigo Newcastle, H+K replaced the traditional Gideon’s Bible in each hotel room with a Kindle e-reader pre-loaded with an electronic version of The Bible. The initiative was inspired by Hotel Indigo Newcastle’s history as a publishing area and the hotel’s close proximity to the renowned Literary & Philosophical society (Lit & Phil). More than 200 pieces of coverage were achieved in the UK and beyond, as well as more than 500 twitter interactions
To build excitement about Thomson Airways being the first UK airline to fly the Boeing 787 Dreamliner ahead of the delivery of its fleet, H+K came up with the idea to invite the British public to name the first in the fleet using a Twitter hashtag. In line with the wider marketing strategy to modernise the Thomson brand, it became the first airline to crowd source the name of one of its planes using a Twitter hashtag: #nameourplane. Major media coverage was generated across national and international print and online media and naturally, social media played a key part in spreading the word.
And then there was our launch of the fifth annual Global Peace Index (GPI). The GPI ranks 158 countries based on 23 indicators of peace. H+K set up a Parliamentary Early Day Motion, stakeholder dinner at the House of Commons, and organised the official GPI launch event at Chatham House, which was attended by over 100 delegates and included a panel consisting of Martin Bell and Lord St. John of Blesto. Relieved to see we seem to be getting more peaceful overall!
And lastly, I just loved the P&G Thank You Mum campaign – all elements were great but I thought the Mother’s Day campaign was just perfect! It still gets me a little teary!
There are loads more I could, and probably should, mention, but I will leave it at that for now. Do let us know which are your favourite campaigns of 2012