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Creative Campaigns
Rich Leigh
Tuesday 10 September 2013

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Chair’s introduction
Sarah Ross
Creative Campaigns

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Creative Campaigns
Rich Leigh
Tuesday 10 September 2013

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• Dad of 2
• Proud participant in the worst GuinnessWorld
Record in history
• Senior account director at Frank PR, worked
at 10Yetis for 5 and a half years
– Willy waving bit – past and current clients include
Confused.com, Premier Inn, IKEA, Amscreen and
Myprotein
• Start-up co-founder (bloggabase)
Who am I?

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• I’m geekily passionate about good
PR/marketing stunts and campaigns,
• Fan of Jim Moran era of stunts (he sold
ice to an eskimo, walked a bull through a
china shop and sat on an ostrich egg for
19 days to promote a movie calledThe
Egg and I)
• Wrote Good and Bad PR column for
PRmoment for 2+ years
• Started PRexamples.com in Jan 2012
• Have worked on a few personally
– Tank past RBS, Zombie Auditions, curry
perfume, world’s first bacteria billboard,
Paddy Power sky tweets, “drunk driver”
Why am I here?

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A few creative campaigns I like
Adobe Photoshopped unsuspecting
members of the public as they waited for
a bus and filmed the reaction
Marmite stood out amongst a huge
number of other Diamond Jubilee
tie-ins with this simple limited
edition product-led campaign

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A few creative campaigns I like
To encourage smoking cessation, theThai
Health Foundation secretly filmed children
asking smoking adults for help lighting their
cigarette. Sparked 40% increase in calls.
Multi-stage campaign byThe Icecreamists
asking mums to donate breast milk, which
was then made into ice cream.

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A few creative campaigns I like
Anarchic craft brewers BrewDog first hit the
front pages with a stunt involving beer and
dead animals (though it was made clear the
animals were road kill before they became
bottle warmers)
To promote new video game Mercenaries 2,
EA offered drivers up to £40 free fuel –
creating (relevant) chaos and headlines

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• Easily explainable in a sentence
• Relate to the product/service they’re aiming
to promote
• Clear objectives
• Visual – great assets, whether images or video
What do they have in common?

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1. Create a reaction - not just views, but
measurable increase in share of voice,
enquires and/or sales
2. Answer the client’s brief
3. Relate to the product/service it’s aiming to
highlight
4. Reach the intended audience
5. Inspire thought and/or debate, shock or
entertain
What should a good campaign do?

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Creative thinking is a process.
Not always a long one, not
always a collaborative one,
but idea generation generally
involves the following steps:
Thinking creatively

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– Know your client – begin with
insight related to them,
competitors and their audience
– Be aware of what else has worked,
what hasn’t and why – research
– If you think you have a good idea –
can you explain it in a sentence?
– Does it inspire thought and/or
debate? Does it shock? Does it
entertain?
– Is the reaction measurable?What
does your client want from the
campaign?
Creative considerations

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Creative considerations
Creating a longer campaign? Break
into stages of creative content.
FromThe Best Job in theWorld to
The CRAPPs, if the brief is to create
a longer campaign, consider ways to
engage and then re-engage
audiences.
Not competition format? Become a
story teller. Drip feed content to
audience using all available
channels.

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– Piggybacking/newsjacking –
known as Agendaneering at
Frank
• Planned/seasonal piggybacking
• Opportunistic piggybacking
– Creative campaigns often tie
into events we know will
happen – but what about
what’s happening right now?
‘Agendaneering’

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• Leeds Met’s Richard Bailey:
– “judgement is the most valuable and most
underrated skill in PR”
• Good example of judgement:
Pitfalls
Sandals Resort offered Katie
Price a refund – on the basis
she didn’t choose its resorts
for ‘any future weddings or
stays’

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• Bad examples of judgement:
Pitfalls
Puma sent a flash mob to
Champions League losers
Borussia Dortmund
American Apparel’s ill-
judged sale during a
hurricane that killed
almost 300 people

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• Campaigns must be relevant to your client – don’t
shoehorn an idea because it’s a good idea
• Don’t rush to use a new medium unless the idea fits
• Don’t mistake headlines for success – a lot of
campaigns are well circulated within
media/marketing, but who outside knows or cares?
• Awards do not a happy client make
– Well known former client spent £30k on a stunt that was widely loved
within the industry – provided zero return
Pitfalls

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Questions?

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