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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.

Making the connection between your forty-winks and sporting success

We all know that worn-out and run-down feeling when you’ve not had enough shut-eye, so we’re sure it’s no shock to know that sleep is a key factor in maintaining good health and wellbeing. But for some, the effects of not getting enough sleep can also seriously impact their livelihood.

Here at Prohibition, we’ve been working with the world’s number one bed brand, Sealy UK, to highlight how sporting success and sleep are intrinsically linked.

Whether you’re in training or recovering from injury, sleep is vital for your health and performance. Studies have shown sleep deprivation to increase levels of stress hormone, cortisol, and decrease production of glycogen and carbohydrates, which are stored for energy during physical activity. This means that sportsmen and women who haven’t been getting proper rest are likely to suffer from low energy and poorer concentration levels in their time of need.

Having a supportive bed can not only help with getting a better night’s sleep, but with recuperating from injuries, allowing the brain to restore itself and activate the healing process.

To help, we worked with Sealy UK to highlight this important link by creating a World of Sport campaign, and teamed up with a number of sporting heroes, sponsoring and gifting them a brand new Sealy bed, whilst following their sporting progress.

To date, we have worked with the likes of David Haye, Wigan Warriors, Burnley FC, Jamie Roberts and Phil Tufnell, and have generated over 65 pieces of coverage, including titles such as SportsPro, News & Star, and The Business Desk.

In fact, if you’re a Wigan Warriors fan, you may have spotted our April Fool’s video earlier this year, with Sky Sports presenter Brian Carney, discussing a new, innovative training scheme involving lots of Sealy pillows…

Here is just some information on our World of Sport stars:

To find out more about the Sealy World of Sport, visit the website 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.

Ssssshhh…top secret supper club at The Light

 

We’re helping our client, The Light, kick-start the Christmas party season for the people of Leeds this December, with its Secret Masked Ball Supper Club.

Taking place at a top secret location, the ball follows the success of the inaugural 1920s themed supper club which took place back in April. Whether you’re a professional looking for a Christmas party venue or a group of friends seeking a festive thrill, the Masked Ball is the place to be seen on Friday 2nd December.

We have been amplifying the event through social media and experiential events and will continue to do so in the run up to the ball and on the night itself.

Guest are invited to dress to impress in their most glamorous attire, complete with a decorative, show-stopping mask and feast on a festive three-course meal at a top secret location somewhere in The Light.

With cocktails on arrival and top class entertainment, guests will be treated to a sharing platter starter, main course, assiette of desserts and a large glass of wine.

Tickets are priced at £50 and are available here.

Join the conversation over on the official Masked Ball event page on Facebook.

If you missed the 1920s Supper Club, here are some highlights:

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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.

A month in PR and Social…

It’s been a busy few months at Prohibition HQ with some exciting new business wins, a few new starters and some successful PR and social campaigns (which is always a bonus).

Our latest campaign for flower experts, Interflora, saw us celebrate all that our lovely grandparents have to offer ahead of national Grandparents Day on 4th October. The campaign, which focused on our Grandparent’s pearls of wisdom and how the skills of the elderly generation are at risk of dying out forever, resulted in national coverage in Daily Telegraph and Huffington Post as well a range of articles in more than 60 regional titles.

Wall post 4Another of our recent wins is leading woman’s sleepwear brand, Jimmi Jamms. Having previously sold through Boots, the brand is back with a bigger, better, more comfortable range than ever before.  We helped to launch the new Jimmi Jamms online store at the beginning of September and we’re now busy leading on a massive influencer engagement programme.

As November approaches, the team is looking forward to the annual shenanigans at the PRide Awards Yorkshire and Humber. Prohibition is up for Outstanding Small Consultancy of the Year, Best Integrated Campaign and Best Social Media Campaign… whatever the outcome, we’re sure it will be an eventful evening… it usually is!

7 October 2015. Prohibition PR, Leeds.With some other exciting new brands joining the client roster (more of which later), we have continued to invest in recruiting the best talent the region has to offer. Sarah Hinchliffe has joined us following three years at Lenny Agency in Brighouse and we have Hannah Palmer back working with us part time as she finished her degree at Leeds Met following a stint at the Porsche press office.

Our recent breakfast briefing events in Leeds and Durham have focused on getting ROI from social media and have all been packed to the rafters – much to the delight of our MD Chris!

If case you’re interested, our next events are at the Novotel in Nottingham on 11th November and the Novotel in Manchester city centre on 18th November. Drop us an email if you’re interested in coming along team@prohbitionpr.co.uk.

 

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.


 

 

Prohibition launch world’s first dream recorder for Sealy UK (sort of)

Ever wondered what it would be like if you could record your dreams?

That’s exactly what we did with our new client, the leading bed manufacturer, Sealy, with what is sure to become the must-have gadget of the year: a piece of wearable technology that records and plays back a user’s dreams in the morning.

Launching on April 1st (can you see where we’re going with this?), the Sealy Neuro-Corder™, is thought to be a world-first, and operates through a unique biosensor headband that tracks a user’s brain signals while they sleep, before transmitting them via Bluetooth to a special smartphone app.

Users are then able to scroll through their dreams when they wake up – which are reimagined as detailed colour images – with the option to post their favourites to Twitter, Facebook or Instagram. While Neuro-corder™ is currently limited to static images, developments are in place that will see user’s dreams replicated in high definition video, later in the year.

On phoneThe app will be equipped with special security settings to ensure ‘inappropriate’ dreams or those containing sexually explicit content are not accidently viewed by partners or family members.

Neuro-Corder™ will not be made available as a stand-alone product, but instead will be included with all Sealy Posturepedic Hybrid beds.

Sure, it’s an April Fool’s stunt, but it secured more than 15 pieces of media coverage including national, trade and regional press.

 

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.

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