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Week 12 (entry 11)

Carabao Launches #WeAreFemaleFans

This campaign was all about fan involvement; utilising the concept of user-generated content. Although a significant amount of women attend football (soccer); around one third of attendees, if you were to conduct a google search for football fans, female fans are few and far between. You’d almost have to add the word ‘female’ or ‘women’ into your search to be able to find a decent amount of photos relevant to female football fans. Sadly, most of the photos are ‘ideal’ or ‘hot’ women, which to some level, implies that female football fans all fit that bill. 

Obviously this isn’t the case and Carabou, the major sponsor of the EFL (Eastern Football League in England), set out to find five different and diverse fans in an aim to show the diversity of female fans, in the pursuit of boosting these five fans to the top of the results for google (or similar search engines).

Carabao urged fans  to share news articles alongside the hashtag #WeAreFemaleFans, in a further attempt to have the photos of these women, rise above the over-sexualised pictures. Female football fans, as a result, started sharing their own photos aswell, alongside the the hasthtag. 

It was extremely important for this initiative to occur because, similar to the unrealistic standards of models and mannequins etc, women need to know that it doesn’t matter what you look like, you can enjoy the football and take photos. This stunt is about inclusion and acceptance, whilst the oversexualised photos were photos of real fans, it’s important for women (or anyone) of all appearances, religions, races etc. to feel included and safe.

I believe this campaign was certainly successful, the evidence backs it up too, as seen below, one of the women pictured in the photo from the campaign, is right at the top of the results when searching for female football fans.

This week’s lecture (12), was about evaluating the campaign, with social media engagement being a major objective. This was certainly met through this campaign.

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Week 11 (entry 10)

Serena Williams Sings Bare For Breast Cancer Awareness Month

This campaign takes the form a video, with the use of an ambassador.

Serena Williams is one of the best tennis players ever, at the very least she is best female player of the modern era. She is known for her professionalism on and off the field. This is what makes her a prime example of the use of an ambassador. 

Breast Cancer Awareness Month is an annual occurrence, with the mission of raising awareness and money. Devastatingly, breast cancer is a prominent killer of women, which affects the victims, families and friends of the horrible disease. The chances are that almost everyone knows someone who has or has had breast cancer.

A major factor of survival of breast cancer, or any cancer for that matter, is how early it is diagnosed and treated. Serena Williams filmed herself singing a rendition of Divinyl’s ‘I touch myself’, as a tribute to the late Chrissy Amphlett, a member of Divinyl, who was sadly taken by breast cancer. 

William’s topless video is both in tribute to Amphlett and is urging women to go and get checked early for breast cancer. She is topless purely for the fact that it relates to breast cancer and she makes sure to cover up.

This week’s lecture (11) was centred around bring the campaign to life. One of the major tools for a campaign is the use of an ambassador or spokesperson and Williams, using herself to promote awareness, as well as an emotional tribute to Amphlett, has hit the nail on the head. Being a tennis legend and idol, people are certainly more likely to take what you say on board. She was strategic and the video was highly successful.

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Week 10 (entry 9)

Intel Set World Record with Stunning Display of 1218 Drones Flying in Sync

This campaign takes the form of a stunt. 

The sky of Pyeongchang was lit up through 1218 drones flying in synchronisation, thanks to Intel, the renowned technology company.              This already sounds impressive, but it was then revealed that all of the drones were flown by the one person!

There are few key elements to this stunt.                                                                Firstly, what better way to advertise the Olympic Games (Winter in this case), than have a whole city seeing the famous Olympic Rings at the same time. This was a fantastic and sure-fire way to grab everyone by attention because what does everyone do when they see skywriting? They look up, take a photo/video, send it to their friends or share it on social media. An LED display with 1218 drones in the night sky would certainly be an upgrade and this spectacle was shared all over the internet, not just confined to Pyeongchang.

Secondly this stunt created a World Record, creating a positive image of Intel in the minds of the onlookers. Would it not be super exciting to witness a World Record live? Coupled with the fact that the Olympic Ring display in the night sky would have the city in awe. 

Lastly, it is no secret the Winter Games are not watched by as many people as the Summer Games. Intel and the Olympics partnered together and this amazing display shows off the technological talent of Intel, while putting the Olympic Games in the forefront of everyone’s minds. 

This campaign was most definitely successful as it raised massive awareness for both Intel and the Olympics, had people feeling special to be part of a World Record and produced a wonderful display to admire (at the very least).

This week’s lecture (11) was based upon presenting the PR plan. One important consideration for a PR plan is the target audience. Intel came to the conclusion that the display was best done where the Olympics would take place. The target audience was the people of Pyeongchang, people who are excited for the Olympics and certainly people who don’t know much about the Olympics (or anything about them at all). History suggested that this would go viral, so there was also a secondary audience as such.

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Week 9 (entry 8)

Giant Inflatable Highlights Lack of LGBT Players in the Premier League 

As part of the ‘Come out and Play’ campaign, sponsored by Paddy Power (an Irish Bookmaker), a massive football player and ball shaped balloon was erected in the UK as part of ‘Pride Week’.

The giant football player quite noticeably sports rainbow stripes on its shirt. Highlighted by this initiative is the fact that there are no openly gay or bisexual  players in the English Premier League. 

The key behind this stunt is the reassurance to any football players who are gay or bisexual, that they have the support of the people. Just as important is the support this shows to any gay and bisexual people, whether they are football fans or not!

It seems the case that there quite a few LBGTI+ who not only are bullied in within society based on their preferences, but don’t even feel safe in attending football matches or watching them at the pub. 

Quite a few sports have taken a stand against not just this type of discrimination but all wrong discrimination, whilst seeking to obtain an environment where everyone feels safe and important.

This campaign is clever and successful as it promotes and upholds inclusive and progressive values. In addition to this, the title of the campaign is a play on words, “Come out and play.”

In lecture 9, we looked at preparing and responding to a brief. Research and storytelling are two key aspects of preparing and responding to a brief.

Although it is no secret than many LBGTI+ people cop unfair treatment or abuse, this stunt was heavily based off the fact that they are mistreated, that no EPL players have ‘come out’ and that they need a safe space to do so.

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Week 7

AFL Launches ‘Believe’ Campaign

For this week, the PR campaign I have chosen to critique takes the form a video.

On the precipice of the season, the AFL took the initiative in launching a video in the hope of inspiring football fans all over the country. (Perhaps even international viewers too.)

The off-season certainly does drag on too long in for many football fanatics out there. Especially for the youngsters, as patience isn’t always their number one skill. Many fans resort to keeping themselves busy until the season begins, so it doesn’t feel like a tediously long countdown.

What better way is there to re-capture the attention of the AFL fans? In addition to that, the inspirational and emotional video that was made to launch the season may be exactly what a non-footy watcher needs to convince them to get around this great sport of ours.

The Australian Football League is filled with breathtaking superstars and mind-boggling highlights and it was a professional compilation of well-chosen clips.

One other thing stood out to me and that was the inclusion of fan-generated content. The major feature of the video is clips or stills of excited fans reacting to football.

In the week 7 lecture, we learnt about ‘Receiving the brief’ and some major elements were thinking about target audiences and considering key timings.This video campaign certainly targeted a particular audience; AFL lovers, kids and potential converts, while carefully considering when to post the video. The timing was professionally thought out. 

Therefore, it  is my belief that this campaign was successful.

https://campaignbrief.com/afl-launches-new-believe-campaign-ahead-of-2020-toyota-afl-premiership-season-via-afl-media/

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Week 6

Carlsberg Goes Red in Support of Liverpool FC

 This PR campaign takes the form of a promotion.

Liverpool, who famously wear red guernseys have been sponsored by Carlsberg for 26 years. For the 26th anniversary of the partnership, Carlsberg decided to make a new edition of their beer. They wanted to make it special and the wanted to the beer, as well as the labels, to be red! The launch of the limited edition beer is both an appreciation for the loyal Liverpool supporter base and the Liverpool Football Club itself. ‘How is beer related to football?’ you may ask. Well most pubs, especially in the UK, broadcast football matches. Many people might watch at home but a subscription to watch your team play can be quite a mighty sum. Pubs are a great place to show the football, with an atmosphere much closer to being at a live game, than watching at home is. Beer is obviously heavily enjoyed in pubs, making this partnership and campaign a ‘no-brainer’. The launching of the new beer benefits all parties.

Attached link of video advertisement- “Oh when the Reds going marching in…”

https://twitter.com/carlsberg/status/1134021768702779392?lang=en

This week’s lecture(6) informed us of the PR process. A main part of the PR process is storytelling. This campaign is based on the story of the partnership between Liverpool Football Club and Carlsberg.

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Week 5

Shopping at 2100 m high in the new North Face pop-up store

 This PR campaign took the form of a pop-up store high up in the mountains!!!

Climbing mountains (or hiking) is something that many people enjoy, whether that’s ten times a year or only once. Hiking is often done in groups. Many people take group selfies at the top of the mountain, showing them all in puffer jackets. There is a reason for that; the higher you travel, the colder it is, due to being further away from the earth’s core. As a result, many mountains are constantly at sub-zero temperatures. Northface has generally been accepted as the superior brand of ‘puffer jackets’. A thought backed up by millions of sales and expensive price-tags.

Why a pop-store in the mountains though? Many people are well prepared for the mountains/snow but many first-timers or tourists may not know the appropriate level of warmth needed to remain comfortable, once at the snow. This pop-up store was there to rescue! They know that the snow can be a horrible time if not warm enough.

This campaign is very strategic and well executed, as they are showing the public that they care about the comfort and safety of people. But by having their store in the mountains itself, they are writing their brand in the minds of the people.

 In this week’s lecture (5), one main point was that PR creates personality for an organisation. That is certainly the case with this campaign. The public has learnt that Northface are willing to go out of their way to cater to people.

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Week 4

Swedish Sports Brand Opens Shop Where You Can Swap Drugs for Gym Kit

 This PR campaign takes the form of a pop-up store. Bjorn Borg, a Swedish sports brand, set up a pop-up store in Amsterdam, with the principle of having people come in and swap their drugs for sportswear or equipment. The allowance of drugs in Amsterdam is certainly no secret and this is a great opportunity for people to swap something of the negative type, for something positive. Many people turn to drugs to ‘get high’. However, it is often forgot that a solid half an hour of exercise releases a lot of endorphins which help one to feel better. This is of course, as well as the fact that exercise is extremely important for one to maintain a healthy-lifestyle and this initiative makes that much easier.

The concept of a pop-up store was genius. Bjorn Borg were promoting their brand as well as providing a great service to the community. They were helping encourage people to become more active, whilst replacing their drugs. This was a successful campaign and as many successful campaigns do, they benefit the customers, not just themselves. That two-way relationship is an important characteristic of PR.

In this week’s lecture(4), one of the key learning was the difference between internal communications and external communications. External communication is communication between the business and outsiders, which often includes the general public or customers. This campaign is an example of external communications as it is aimed towards customers.

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Week 3

Nike’s Flagship Store in London has Introduced Plus-size Mannequins

The PR campaign I have chosen takes the form of mannequins.This campaign takes its physical form in London Niketown (London’s Nike store).

Walking into any clothing store and you’ll see mannequins situated around the store. Some appear to be male and some female. They tend to be clothed but more noticeably, they are almost always of slim physique. This is true in at least the case of sports stores and fashion stores. Following on from this, the majority of the clothes and designs simply cater for trim or athletic people.

Undoubtedly this discourages some or many people, who don’t fit the standards portrayed by the mannequins and/or the clothing range. So Nike, in London, decided to put out mannequins that were considered to be ‘plus size’, thus encouraging ‘plus sized’ people to buy their clothes and shoes. Even people who already bought their clothes and shoes, who are ‘plus sized’, would likely now feel appreciated and respected. It is also a celebration of the “diversity and inclusivity of sport.”

This campaign was quite smart. Not only does it positively encourage and celebrate diversity in the London store, it’s a positive message that is widespread, given that Nike is a famous sporting brand. Making people feel a part of the community and being accepted is not only a nice thing to do, it certainly increases the likelihood of certain people to buy their products, quite smart and simple.

 This week’s lecture (3), taught us about the Tools & Tactics for PR.

As people are aware that shop mannequins are often slim, creating mannequins that are representative many people who didn’t feel represented previously, can be classified as a stunt. Stunts are one of the effective ways that businesses can interact with the public.

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Week 2

Overkill Unveil Jet-ski Sneaker in Berlin

 The PR campaign I have chosen is in the form of a product promotion.

This campaign was launched on the ‘overkillshop’ instagram page. Over Kill is a German graffiti and sneaker store. The store boasts over 500 ranges of shoe and has been a popular shoe store for over 15 years.

Over Kill was advertising the release of the new Adidas ZX8000 Aqua sneaker.

The design of the new Adidas edition shoe was paraded around on a jet ski in the Landwehr Canal, Berlin. The release was in celebration of the 30-year anniversary of their Torsion System technology, the supportive link between the forefoot and heel.

‘The first sneaker that doesn’t run, but can ride on water.’

The Overkill Instagram page had over 320,000 followers, now over 336,000.

Although there is no fan/crowd involvement participation, the idea certainly grabbed attention, going international within minutes. A huge replica of a new shoe set to be released is certainly a stunt to catch the eye.

This campaign was successful as it not only grabs the attention from people walking past and their (online) Instagram followers. These followers would then share and tag their friends, reaching a much broader audience. This was a fantastic and genius way to advertise a new shoe.

This campaign links in with this week’s lecture (2), as we learnt the theories and different forms of PR. The large shoe jet-ski is a use of semiotics. Semiotics are the use of signs, symbols, mascots etc. The jet-ski captured the attention of people walking past and those who shared it via text/social media.

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Week 1- Select your Best 22!

Select your Best 22!

 The PR campaign I have chosen is in the form of a competition. This competition was posted to the St Kilda Football Club website and further advertised through social media, most specifically Facebook.

The basis of said competition is that each week, each AFL men’s team selects 22 players to represent the club. Keen footy spectators may often make mock best 22s and either post it on a Facebook group or discuss amongst mates. This is especially the case when the season is rapidly approaching. However, now it is more than just a bit of fun. There is now a prize attached. The St Kilda Football Club is giving fans the chance to win a $500 Deliveroo gift voucher, Deliveroo being St Kilda’s new major sponsor, if they can correctly select the 22 players that will be officially selected by the club for their Round 1 clash against North Melbourne.

I came across the PR campaign whilst scrolling through my Facebook feed.

It was quite easy to find.

This competition was well advertised, through Facebook (as previously mentioned), which is a huge and extremely accessible platform, which is used for many advertisements. The rules were straight forward, for the fans wanting to, or thinking about taking part. Here is the accompanying picture.

 This PR campaign links in with this week’s lecture (1), as engaging with the public to encourage them to interact with the business is one of the key characteristics of PR, as learnt in the lecture.

 Not only was this campaign quite accessible, visible and simple, it was clever as it further engaged fans with the club, whilst promoting its major sponsor in a smart and fun way.