Hello and welcome to our October edition of On the Trail!
This month our marketing experts remind us why we love (and most definitely miss) a good old’ Sunday dinner and the truth behind Burger King’s sponsorship with Stevenage.
So, without further ado, sit down, grab a cuppa and find out which campaigns caught our eye last month!
Celebrities ‘Take a Moment’ for Mind
Spotted by: Adam Jones
For a campaign to cut through the noise today, it needs to have a few critical elements. These elements include clear, meaningful messaging, striking visuals and a feeling of authenticity which brings everything together. One such example is ‘Take a moment for Mind’, the new campaign from the mental health charity (and Wyatt’s designated charity) – does this perfectly.
Spotted by our very own PR and Content Manager, Adam Jones, this campaign brings together never-before-seen photographs from Ray Burmiston’s collection of well-known personalities which have been snapped over decades. The campaign is centred around a virtual exhibition, which will evolve over the coming months with submissions from the public.
Ray’s photographs, including shots of Steven Fry, Idris Elba and Holly Willoughby with their eyes closed in moments of self-reflection, are powerful images which demonstrate the importance of taking a moment to manage your emotions or process the feelings you’re experiencing.
Adam Jones said, “As well as raising awareness and funds for Mind, it’s a poignant moment to launch this campaign with the long-term effects of the coronavirus lockdown now being realised.
“In fact, it’s thought that two thirds of adults with mental health problems have suffered even further during lockdown – and many more people are themselves now struggling with mental health issues as a result of ongoing changes and lingering social restrictions. This campaign really does tick all the boxes and truly resonates with me, as I’m sure it will with everybody who gets involved.”
“This campaign really does tick all the boxes and truly resonates with me, as I’m sure it will with everybody who gets involved.”
Take a moment to view the campaign here.
Act I. Soul. Estrella Damm 2020
Spotted by: Ricco Leung
If you want an example of big brands giving a damn about the world we live in, then look no further than Estrella Damm and their latest advert on environmental sustainability. The beer producer’s spot begins with a woman swimming in the ocean under water and enjoying nature’s greatest gift, but then quickly things turn dark, and a telling message is revealed at the end.
Ricco Leung, our Senior PR and Content Manager said, “For me, it’s a hauntingly beautiful spot, highlighting environmental and sustainability issues and the need to protect our oceans. From the moment it started, I was hooked, and I guess it was because it’s something you don’t see very often with the evocative music, distressing dancing and the powerful scenery.
“It’s also very clever in the sense that it doesn’t give away the brand straight away, so I watched the whole advert to see who it was from, and the message they were getting across. I don’t drink beer, but I would be willing to give Estrella Damm a try after this!”
“It’s a hauntingly beautiful spot highlighting environmental and sustainability issues and the need to protect our oceans.”
See more about the advert here.
Grey London: Aunt Bessie’s Yorkshire Puddings
Spotted by: Annie May Heno
Who doesn’t love a roast dinner? They’re a favourite amongst the Wyatt team, not just because we’re a sucker for a Yorkshire pudding! Although we’ve missed fifty-ish roast dinners because of COVID-19, the Grey London Aunt Bessie advert shows multiple generations enjoying time together as they wait for their nan’s home-cooked Sunday lunch.
“Roast dinners are a moment that reunites family and friends, bringing people together to share the love of good food and great company. The Grey London advert is the perfect reflection of how roast dinners should be spent: playing games, laughing and joking with the family.”
“The Grey London advert is the perfect reflection of how roast dinners should be spent: playing games, laughing and joking with the family.”
To watch the full advert, click here.
Why Burger King sponsored Stevenage F.C.
Spotted by: Simon Kinnear
Our Head of Client Services, Simon Kinnear spotted a partnership between Burger King and Stevenage F.C. The fast food franchise was very clever with their Stevenage sponsorship. After becoming the front-of-shirt sponsor for League Two side Stevenage, Burger King has managed to make the club one of the most marketable teams in football.
While sponsoring the shirt with Burger King’s branded logo, their recognisable strip also featured on the popular game, FIFA. The club managed to sell all of their club shirts and are also the most played team on FIFA 20.
Simon Kinnear said, “It was a very expensive idea but a choice that most certainly paid off”.
“Burger King has managed to make the club one of the most marketable teams in football.”
Find out more about the campaign here.
Netflix: ‘Stranger Things’ x Lyft = Strange Mode
Spotted by: Mark Fones
Although the campaign was first launched in 2017, our Managing Director, Mark Fones, couldn’t resist putting the limelight on Netflix and how they turned marketing upside down for the return of ‘Stranger Things’.
As one of Netflix’s most popular shows, it’s no surprise that the return of season two would excite fans. Prior to the launch, Netflix heightened their marketing tactics, adding suspense and anticipation for season two. While making the countdown page for the launch interactive, Netflix hid an easter egg which when clicked, flipped the screen upside down, turning everything dark and creepy. With the addition of eerie music, the cursor starts flickering and the Demogorgon pops out, playing on the suspense of season two.
Netflix also joined partnership with Lyft. Lyft users were able to switch their app to ‘Stranger Things’ mode, turning cars into waffles and fans in certain cities taking rides with malfunctioning seats and an acting driver. Brands also contributed by changing their London Oxford flagship in honour of season two and Spotify created playlists to represent each character in the show.
“A world-class tactic that massively paid off. This truly is an immense campaign, one I will always remember. And to top it off, now, in 2020, they’re teaming up with British based Secret Cinema for a drive-in experience in LA. I guess the scares could be much closer back then.”
“Prior to the launch, Netflix heightened their marketing tactics, adding suspense and anticipation for season two.”
Check out the campaign here.
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