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Prohibition Pirate Takeover

Here at Prohibition HQ, we love creative social campaigns of all natures, and video content is no exception. So when our lovely city centre client, The Light, informed us that they would be hosting another pop-up bar – after the success of the Game of Thrones-themed Stark’s Tavern – we couldn’t wait to get creative. The theme this time? Pirates.

The launch of the bar was set to coincide with the release of the much-anticipated fifth instalment of the Pirates of the Caribbean franchise, Dead Men Tell No Tales. The bar itself was to feature Caribbean cocktails from in-house mixologists Turtle Bay, pirate props and a steel band playing everything from Caribbean calypso to traditional sea shanties.

Our response was simple: create an engaging and humorous video. In order to encourage excitement and buzz around the bar and drive footfall to its launch, we called on ultimate Jack Sparrow lookalike, Simon Newton, to create (a lot of) mischief in and around Leeds city centre on one particularly gloomy Monday evening.

Our strategy was to release three micro videos over the weekend, teasing the people of Leeds about what was to come, and one full length video afterwards, driving people to the bar’s opening on May 26th.

The results were incredible, with the video achieving a reach of almost half a million people, all in Leeds, drove 128,000 video views and encouraged a total of 13,000 likes, comments and shares.

Did you see the video? We’d love to hear your thoughts. Check it out here.

Promoting the link between sleep and sporting success

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It’s not perhaps surprising to hear that sleep can have a massive impact on both our body and mind. We’ve all been there, you wake up feeling tired and you never feel quite right until you catch up on some much needed shut-eye.

But imagine if you were training for a marathon or to represent your country at the Olympics, having a bad night’s rest could mean the difference between coming out on top and being horribly disappointed*. It’s this intrinsic link between sleep and sporting performance which Sealy’s World of Sport campaign looks to promote.

Here at Prohibition, we have been working hard to help the leading bed brand raise awareness of the campaign’s important message. We have identified and brokered deals with a whole host of professional athletes, from boxing champion, David Haye to cricketing legend, Phil Tufnell, we have been spreading the word far and wide.

Each of the World of Sport ambassadors sleeps on a Sealy bed which has been specifically selected for their individual sleeping needs. They each have their own story to tell, competing at the top of their respective fields, or as sporting veterans. From weightlifter Zoe Smith, who was all set to represent Team GB at the Rio Olympics but whose hopes were blighted by a shoulder injury to bodybuilder, Kim Wilson who is about to compete in Miami.

You can find out more about the World of Sport campaign and each of the ambassadors here and read their guest blogs over on the Sealy website too.

 *The science bit…
When we sleep our body and brain don’t actually shut off. Our brain stays busy, overseeing an internal maintenance schedule that keeps us running in top condition. This helps our body to repair itself and build energy for the day ahead – our muscles and tissues recover, our immune system gets a boost and our spinal discs are re-hydrated.

The Fuelcard Company reveals nation’s bad driving habits

We’re sure every driver will admit to having picked up a few bad driving habits since they passed their test. Well, we’ve teamed up with The Fuelcard Company to expose the faux pas Brits are committing when they’re behind the wheel.

As part of this integrated campaign we have built a fun interactive online calculator, which automatically generates an individual’s driving statistics, since they got their licence, as well as their driving persona which can be rather amusing. The statistics tell you everything from how many toilet stops you have made to how many times you could have driven around the moon.

We’ve also conducted some research to pinpoint the nation’s top 10 driving bad habits, which has highlighted a variety of other naughty behaviour. The results are displayed here in this informative infographic we have created. We hope you like it – let us know persona you are:

infogrpahic driving

 

You can find out more about the campaign here.

Welcoming students to Leeds with The Light

Boasting three universities and numerous colleges, Leeds is home to thousands of students. As they returned to the city for a new academic year, we helped our client, and leading leisure destination, The Light, welcome theImagem back with an exclusive event, The Student Hub.

Open for business for two days during Fresher’s Week, The Hub was a zone of fun and freebies from the centre and its tenants. Students could ‘tweet for treats’ at the exclusive tweet shop, browse a variety of pop-up shops, exhibit their talents at an open mic session, get medical and fitness advice, and take on an fitness challenge.

The popular online news site, Student Wire also blogged live from The Student Hub – showcasing exactly what the centre has to offer the city’s student population, and beyond.

Aiming to raise awareness of the centre with a student audience, and drive on and offline conversation, 12039687_10153683016972490_6476803645190448860_nThe Student Hub was buzzing for the whole two days. The dedicated hashtag reached more than a million people across, there were spikes in engagement across The Light’s social channels, its online community grew significantly and student footfall improved by 30 per cent. It certainly shaped up to be a major event in the Freshers’ calendar.

#HelloNetto – Tasty Pastry Anyone?

As part of our work with Scandinavian supermarket chain, Netto, we were tasked with helping to launch Netto’s new Queen’s Road store in Sheffield – part of the firm’s plan to open 15 stores in 2015.

overviewWe wanted to get locals talking about Netto online, so what better way to do it then by getting potential customers to experience some of the great tasting (and surprisingly good value) produce Netto has to offer.
Our #HelloNetto tasty pastry Twitter take-over did just that. One of Netto’s hero products is the Copenhagener – a delicious almond and poppy seed pastry that is to the Danish what the croissant is to the French. Netto prides itself on its fresh pastries which are only 29-39p each.

selfie stationWe wanted to educate people on these tasty pastries – so for one day only – a week after the new store opened – Sheffield businesses were able to tweet for a treat! Our promo team delivered freshly made Netto pastries to organisations in and around the city in return for a tweet! The branded pastry boxes included a selection of Netto’s fantastically priced pastries along with details of the new store.

Recipients we encouraged to share their team’s thoughts about the pastries with the hashtag #HelloNetto. Throughout the morning, we delivered pastry boxes to more than 60 Sheffield businesses, receiving tweets from the city’s biggest brands and we even received requests for deliveries to Netto’s main competitors such as Asda and Upper Crust.

An in store selfie station complimented the online activity, with customers posing for a #HelloNetto selfie in return for a free pastry.

DixieThe campaign’s hashtag was trending in Sheffield all day with brand mentions and engagement sky rocketing across the board. Netto’s share of voice rose from an average of 1.2% (with Aldi and Lidl) to 21.4% on the day of the campaign. Radio drops offs led to campaign mentions by Capital FM and Heart FM presenters. The stores sales figures were the most successful of all new stores launches this year.

Forget locally sourced, it’s all about “super locally” sourced with new Arc Inspirations bar

How do you launch a bar into the most competitive market Leeds has seen in years, while helping it achieve market stand out and meaningfully engage with its customers?

That was the brief we received from our client Arc Inspirations to re-launch the iconic Zed Bar as Kith & Kin (meaning family and friends) – and tough as it was, we relished the challenge!

While the concept of “locally-sourced” is nothing new, the Prohibition team decided to take this concept a step further, with Kith & Kin becoming the first venue in the UK to use ‘super-locally’ sourced ingredients in its food and drink menu; grown seconds from its front door by the residents of Chapel Allerton.

Lauren Gill, GM at Kith & Kin and Maggi Jozefowicz, lettings secretary at the Chapel Allerton Allotment and Gardens AssociationWe formed a unique collaboration with members of the Chapel Allerton Allotment and Gardens Association – as well as all the area’s local “windowsill growers” – to offer a selection of ‘super-locally sourced’ specials on the exciting new Kith & Kin food and drinks menus, including Apple Martini, and Courgette soup.

Given the bar’s location, in community-proud Chapel Allerton, we also ran a “local heroes” social media competition, giving residents the chance to nominate those people who played an important role in the area – from fundraisers to shopkeepers.The nominees then formed part of a permanent photography-based art installation in the bar.

We love a bit of guerilla activity too, so we hired a vintage tractor – fully branded of course – and sent it out with a flyer team during Leeds’ notoriously busy rush hour.

The results speak for themselves with more than 20 items of media coverage, and a 50% growth in social media engagement, as well as a one-in-one-out launch party.


 

 

Interflora campaign: The hardest job in the world?

Hot on the heels of our successful Verses for my Valentine campaign, we’re pleased to announce that we’ve been working with international flower brand, Interflora yet again – this time we’ve been helping the brand celebrate Mother’s Day.

Tasked with implementing a multi-stranded, integrated communications campaign to recognise hardest-job-hed-2015the hard work mums do for their families on a daily basis, we created a delicate mix of social media engagement, traditional media relations, SEO, blogger and influencer relations, as well as a series of strategic content marketing initiatives.

Here’s some of what we did…
We questioned British mums to find out how long they spend doing different ‘mum jobs’ each week (cooking, cleaning, driving, teaching etc). We then used their responses to calculate what the average British mum would earn if motherhood was a profession – a massive £172,000 for 119 hours work a week!mum salary calculator

We kicked off the campaign with a spoof job advertisement in The Times, which got people talking, both on and offline including, unfortunately, the infamous Katie Hopkins, which you can read what she said for yourself here.

We also engaged with experts and online influencers asking them to tell us what made a mum a Super mum you can watch our highlights video here.


The whole campaign directed people back to a dedicated microsite which we helped to design and build: www.interflora.co.uk/supermum. The microsite is packed with useful content and also lets mums work out their own mum salary using our bespoke app, the mum salary calculator, they can then share that with their friends.

All of our activity is aimed at creating genuine conversation (currently measuring this with social media monitoring tools) around the brilliant hard work mums do in homes all across the UK every single day.

interflora social

Bringing a taste of New York to Leeds

 Working with leading creative brand strategy and design agency, of creative, we helped launch the highly anticipated New York-inspired Manahatta bar and restaurant. Our brief was simple; make the opening the year’s biggest bar launch in the city, and do the £1m venue justice.

Marilyn launches new Bar and restaurant ManahattaWe delivered a variety of socially-led brand activations, including the unique “hash tag doughnuts” where city centre workers could request a free delivery of doughnuts in exchange for a tweet.

The campaign truly smashed it…

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And people really, really got into the spirit of things…

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To round off the campaign, and to make sure that absolutely everyone in Leeds had heard about the bar, we delivered a variety of other activities, including a high impact yellow New York cab giving free rides around the city, a blogger preview evening and Leeds’ first ‘social media’ launch night.

rhinos

 

 

 

 

Country Baskets kicks off Christmas with TV campaign

Prohibition client Country Baskets is giving John Lewis a run for its money as it launches its new TV ad, aimed at highlighting the craft supplier’s extensive range of Christmas decorations.

CBLaunching this week, and airing during This Morning on ITV, the ad showcases some of Country Basket’s magical Christmas decorations and inspirational festive items.

Country Baskets boasts the biggest range of Christmas decorations in the UK, and currently has eight retail stores across the UK.

Prohibition is supporting the ad with a targeted media relations campaign focusing on the nostalgia of Christmas decorations through the ages as well as a research report into which town celebrates Christmas first. We’ll be revealing the results in the press very soon so keep your eyes peeled!

Big client win ‘suits’ Prohibition

Yorkshire-based Online PR and Social Media specialist agency, Prohibition, has won another major new client by adding the national formal menswear retailer, Suit Direct to its ever-expanding portfolio. suitdirect

Suit Direct, a national formal fashion brand with more than 15 stores across the UK sells suits, shirts, jackets, belts, shoes and many other men’s accessories. The male fashion brand has hired the integrated PR agency to manage and grow its social media and digital presence, with the core aim of boosting online visibility and securing sales through social media.

To date Prohibition has already surpassed all of its targets on Suit Direct set by the brand and has more than quadrupled its sales through a strategic social media engagement programme.

Suit Direct is owned by The BMB Group which is one of the largest menswear companies in the country. The wholesaler offers a mix of formalwear and casualwear fashion brands including: Gibson London, Racing Green, The Label, Pierre Cardin, Scott and 1 Like No Other and many more.

Divisional Director at BMB Group Andrew Thomson commended: “At Suit Direct we have stores across the UK and our mission is to provide the best outfit possible for the right price. We currently offer ten different brands, with three different fits, to try and ensure we have the right outfit for anyone. We appointed Prohibition due to their extensive experience in social media marketing, the campaign has already surpassed all of our expectations and we are looking at other ways to work closely together. ”

This latest announcement follows a number of exciting client wins for the agency including Country Baskets, Robinsons Relocation and national house builder Keepmoat Homes. 2014 was already Prohibition’s most successful to date as the agency has appointed a new company director, hired an additional two staff members and moved to much larger premises in Chapel Allerton.

Founder and managing director, Chris Norton commented: “We’re really excited about working with BMB Group on the Suit Direct brand as we love a good challenge and anything that is sales related from social media is a genuine test. The marketing team strongly felt that our specialist expertise in social media marketing and online PR would greatly benefit the brand and our service is already paying huge dividends in terms of exposure, referrals and of course sales.”