idea generation - overview credentials - 2011
TRANSCRIPT
Why Idea Generation?
• About Idea Generation
• Idea Generation’s Culture Brandscape
• Arts & Culture PR
• Programming
• Brands & Experiential
Our Activation Teams
• Idea Generation Structure
Contents
• Idea Generation Structure
• Activation Teams
Selected Case Studies
• Beck’s Independent Thought Campaign
• Spencer Tunick at the Big Chill festival
• Pleasance Theatre at the Fringe: Scott Mills the Musical
• Mick Rock and Zippo
• Antony Gormley’s One & Other
Why Idea Generation?
No other marketing company in UK has our experience mix:
• Marketing and promoting arts, entertainment & cultural programmes
• Brand partnerships & experiential activity: the UK’s foremost cultural
catalysts
About IG
• Cultural programming & artist representation: close to the creatives
Over the past ten years, we have delivered over 1,500 arts, cultural & entertainment
projects:
Across all cultural sectors:
• Art
• Photography
• Digital
• Fashion
• Design
• Film
Why Idea Generation?
About IG
• Film
• Comedy
• Music
• Retail
And across these disciplines:
• PR
• Event Mgmt
• Sponsorship Mgmt
• Digital and Social Media
• Marketing
PR campaigns include:
• Frieze Art Fair
• Amazon.co.uk
• Koko
• Clothes Show Live
• Brit Insurance Design Awards
• Edinburgh Comedy Festival
• Lates
• BBC Good Food Show
• London Short Film Festival
Why Idea Generation?
Arts & Culture PR
• London Short Film Festival
• Poetry Society
• Time Out
• Cancer Research UK
• Raindance Film Festival
• Rankin
• Paramount Home Entertainment
• Sonisphere
• The Big Chill festival
• Save the Children
Cultural Programming
• Art / Photography / Illustration: IG Gallery
• Art: IG Gallery creative in residence: Evie Salmon
• Art: The Queen of Hoxton
• Art: Spencer Tunick / Big Chill
• Music: Haiti Earthquake Fundraiser
• Music: Elbow / Hallé
• Comedy: Pork & Pickle Pie Comedy Club
• Film: Vue Cinemas
• Design: Neville Brody / Anti Design Festival
Why Idea Generation?
Programming
• Design: Neville Brody / Anti Design Festival
• Mad Artists’ Tea Party / Over 18 Cake Shop
Cultural Programming for Brands
• Jones Lang LaSalle
• HK Cultural Quarter
• Harvey Nichols
• Selfridges
• Adam Street
• Sony: World Photography Awards
• Sky: One & Other
• Channel 4 / RSC
• London Transport: Chromaroma
• Culturelabel: Saatchi Gallery
• Skype: The Art of Conversation
• Stella Black: The Night Chauffeur
• Zippo: Mick Rock Exhibition
• Beck’s: Independent Thought
• ABSOLUT: Artists’ Salon
Why Idea Generation?
Brands & Experiential
• ABSOLUT: Artists’ Salon
• HSBC
• 20th Century Fox
• Disney
• Playstation / Manchester International Festival
• Rankin / Ford
• Tate & Lyle: Cakes
• Proud Galleries / Sony Ericsson
• World Chess Championships: Brains in Bahrain
Hector Proud
Managing Director
Kate Statham
Associate Director
Paul Drury
Snr Account Manager
Dan Walsh
Associate Director
Justin Pledger
Associate Director
Nicola Woods
Account Director
Team Brands & Team Film, Media & Team Music & Team Visual Arts & Team
Activation Teams
Company Structure
Office Support Staff & Graduate Trainees
Team Brands &
Partnerships
Team Film, Media &
Performing Arts
Team Music &
Entertainment
Team Visual Arts &
Culture
Team
Lifestyle & Events
References
Melvin Benn
Managing Director,
Festival Republic
020 7009 [email protected]
Gavin Brown
Managing Director, CLS,
Haymarket Exhibitions
0208 267 [email protected]
Ellen Lewis
Associate Director,
Jones Lang La Salle
020 3147 [email protected]
Andy Logan
Snr Brand Manager
Beck’s Beer, InBev
020 8747 [email protected]
Mark Makin
Brand Manager
Absolut Vodka, PRUK
0208 538 4468mark.makin@pernod-
ricard-uk.com
Activation Teams
Visual Arts & Culture
Justin Pledger
Associate Director
Hector Proud
Managing Director
Tani Burns
Account Manager
Team Overview
The Visual Arts & Culture team has worked with some of the most prestigious art and
photography projects in the UK, helping to establish Frieze Art Fair during its formative
years (2004,05,06), launching the Manchester International Festival in 2007, and
ensuring Antony Gormley’s commission for the Fourth Plinth, One & Other, was the
most talked about art event of 2009. Current arts clients include London Street
Photography Festival, iCulture, Art Catlin, Modern Masters and Mead Gallery,
contemporary pop artist Dave White and Cob Studios & Gallery.
Past & present clients include:
Charlotte Sluter
Account Executive
Hannah Ainsworth
Account Executive
Account ManagerPast & present clients include:
• Rankin Photography
• Crisis
• Battersea Contemporary Art Fair
• Vauxhall Art Car Boot Fair
• Artichoke
• IF Milton Keynes International
Festival
• Catlin Art Prize
• Waddington Gallery
• London Street Photography
Festival
• Poetry Society
• The Macallan
• Rhubarb Rhubarb
• Magnum
• Free Range
• Kate Moross
• Manchester Museum
• FORMAT International Photography
Festival
• iCulture
Activation Teams
Lifestyle & Events
Team OverviewThe Lifestyle & Events team was created to channel our enthusiasm and passion for
events, expositions, brands, fashion and retail.
They may say never work with animals or children, but judging by our success at The
Baby Show and the farmyard frolics at Harvest at Jimmy’s, there is nothing that fazes
Lifestyle & Events.
Having worked with some of the most recognised brands, events, celebrities and
organisations, including Amazon.co.uk, Clothes Show Live, BBC Good Food Show and
Who Do You Think You Are- Live!; from fashion to food, ancestry to arts, if it’s
Nicola Woods
Account Director
Hector Proud
Managing Director
Anna Hartley
Account ManagerWho Do You Think You Are- Live!; from fashion to food, ancestry to arts, if it’s
happening, Team Lifestyle & Events probably have something to do with it.
Graduate Trainee
Sarah Barns
Account Executive
Account Manager
Past & present clients include:
• Clothes Show London
• Clothes Show Live
• The Baby Show
• Bike Radar Live
• Boutique Babysitting
• UK Rumfest
• Boxpark
• East Kent Festival Cluster
• Harvest at Jimmy’s
• Jones Lang LaSalle
• Amazon.co.uk
• BBC Good Food Show
• The Dance Show
• Shoreditch Unbound
Activation Teams
Music & Entertainment
Team OverviewAs well as looking after the best music events, organisations,
brands and artists, Team Music & Entertainment also handle a
wide range of campaigns for some of the UK's leading venues,
pubs, bars and clubs.
We've built up an enviable client list in the music sector that
consist of festivals (Idea Generation is the market leader when it
comes to festival clients), award shows, artists (big and small),
digital music platforms, labels (major and independent),
distributors, management and much, much more. Essentially, if
Dan Walsh
Associate Director
Hector Proud
Managing Director
Sean Harwood
Account Manager
Megan Thomas
Account Managerdistributors, management and much, much more. Essentially, if
you are in any way linked to music, be it the production of,
consumption of, performance of, selling of or honouring of we
can help and maybe even have at one point or another helped
Graduate Trainee
Ella McWilliam
Snr Account Executive
Account ManagerAccount Manager
Graduate Trainee
Tafara Craig
Account Executive
• Park Life
• Metal Hammer Golden Gods
• Proud Group
• Proud Bar & Galleries
• Foruli Publications
• Greenwich Summer Sessions
Past & present clients include:
• The Big Chill
• Heineken Open'er Festival
• The Serenata Festival
• Sonisphere
• The Warehouse Project
• UK Festival Conference &
Awards
Activation Teams
Film, Media & Performing Arts
Team OverviewWe work with the very best established companies, emerging
talent and brightest names from our sectors.
In film world we are the retained agency for Paramount Home
Entertainment, and have also worked for highly respected film
festivals - Festival du Cannes, Encounters International Film
Festival, and many more. We also work across broadcasting, and
have a real heritage in working with magazines such as Dazed &
Confused and TimeOut. We are a market leader in the most
innovative performing arts campaigns, and have worked with the
Hector Proud
Managing Director
Gabby Gerard
Account Executive
Camilla Jones
Account Manager
Paul Drury
Account Manager
Ali Solway
Account Executiveinnovative performing arts campaigns, and have worked with the
likes of the RSC and Punchdrunk. Team Film, Media &
performing Arts also run a satellite office at the Edinburgh Fringe,
working with the best talent across comedy and theatre.Graduate Trainee
Account Executive
Graduate Trainee
Account Executive
Past & present clients include:
• Edinburgh Festivals
• Edinburgh Comedy Festival
• Primetime TV
• Cinemoi
• New! & Star Magazines
• Revolver Entertainment
• Short & Sweet 3D
• 20th Century Fox
• The Pleasance Theatre
• 19;29
• Channel 4 Education
• Film Nation Shorts
Activation Teams
Brands & Partnerships
Team Overview
Team Brands & Partnerships’ key focus is to provide brands with
exciting and credible routes into culture. Idea Generation has a vast
network of individuals, organisations and institutions across film,
theatre, music, fashion, visual arts - and everything in between!
Brands & Partnerships utilise these enviable contacts to create
fresh, original and entirely unique collaborations across the cultural
sector.
Whether it's an offsite experience in Berlin, a creative campaign
across the arts or a partnership with the IG Gallery, Team Brands &
Kate Statham
Associate Director
Hector Proud
Managing Director
Becky Lyon
Research Executive
Patrick Jeffrey
Project Manageracross the arts or a partnership with the IG Gallery, Team Brands &
Partnerships have the experience, network and know-how to weave
your brand into a variety of cultural programmes.
Graduate Trainee
Emma Hunter
Account Executive
Research ExecutiveProject Manager
Past & present clients include:
• Absolut
• Alibi
• Beck’s
• Jones Lang LaSalle
• Skype
• Stella Artois
• Zippo
• Spotify
Brand Objectives
Beck’s - Independent Thought campaign
Business Objectives
• To carve a unique positioning for the Beck’s brand: unconventional,
challenging, clearly targeted, young with an outspoken point of view
• To build on the brand’s legacy of supporting art and culture since the
inception of the Beck’s Art Labels campaign 25 years ago
• To drive brand consideration
• To drive brand image performance amongst key target audiences
Marketing Objectives
• Create a campaign for Summer 2011 to:
o Create unique and engaging brand experiences across art, o Create unique and engaging brand experiences across art,
music, design and fashion
o Drive awareness and engagement amongst the key target
audience(s)
o Deliver Beck’s agreed key brand messages through
mainstream media coverage
• Integrate across multiple media platforms including: OOH, broadcast,
mainstream media, drinks trade and digital/social media
Solution
Beck’s - Independent Thought campaign
Creation of 3 consumer-focussed campaigns across Summer
2011 to deliver the key brand messages, reinforce brand
positioning in art, music, design and fashion and which act as
proof points of the brand living its own values and messaging:
1. Beck’s Beer into Art campaign
A celebration of 25 years of Beck’s Art Labels
2. Beck’s Fusion campaign
Limited edition, Beck’s with a hint of orange zest flavour,
product launchproduct launch
3. Beck’s Green Box campaign
Launch of the largest public commissioning programme of its
kind
Activation: Strand 1: Beck’s Beer into Art
Beck’s - Independent Thought campaign
3 key strands of activity:
• Beck’s Art Crawl. Iconic labels by artists including Tracy Emin and
Jeff Koons reprinted and installed in key on-trade partner venues in
east London. Promotion mechanic via mobile check-in to win one of the
prints or a free Beck’s.
• Beck’s Art Crawl Live. Partnership with street photography festival
organiser, Shoot Experience to create an east London art trail for
participants to recreate their favourite Beck’s art label or to create their
own. own.
• Beck’s Mural. Public competition to create the next Beck’s Art Label
hosted on Facebook. Submissions judged by panel of industry experts
with shortlisted submissions recreated by renowned graffiti artist on
huge mural in high-traffic East London location. Overall winner’s label to
be next on pack label.
Activation: Strand 2: Beck’s Fusion
Beck’s - Independent Thought campaign
3 key strands of activity:
• Beck’s Fusion Summer Season. A partnership with 30 of the hottest
events in art and music in London and Manchester to encourage
product sampling
• Playbutton competition. First UK branded partnership with makers
of innovative MP3 badges featuring exclusive content from the 30
partner events. Art school competition to design the badges. 100
limited edition, numbered Playbuttons as “ticket” to any of the 30
events could be won via Facebook competition. Remaining 400 events could be won via Facebook competition. Remaining 400
Playbuttons seeded to media and bloggers
• Merchandising created for distribution at the 30 events. Included
sunglasses, beer coolers and iPhone covers all featuring bespoke
Beck’s Fusion design to add value to the customer experience.
Activation: Strand 3: Beck’s Green Box Project
Beck’s - Independent Thought campaign
3 key strands of activity:
• 30 launch commissions in seven international cities.
Leading creative's in art, fashion, design and music including
Kate MccGwire, Nick Knight, and Warpaint commissioned to
create bespoke work using Augmented Reality. Commissions
revealed by the Beck’s app at 2x2 metre physical Green
Boxes installed in public spaces in London, Manchester, New
York, Miami, Los Angeles, Rome and Milan.
• Public submissions. Ambition to create 100’s of • Public submissions. Ambition to create 100’s of
Augmented Reality artworks over the next two years from
ideas submitted by the public at www.becks.com
• World’s first and biggest networked online Augmented
Reality Gallery will be created as a result of the enabling of
hundreds of public artworks.
Results
Beck’s - Independent Thought campaign
Exposure/Reach/Buzz
• Key messages: Targeted on delivery of key messages
which have run in more than 89% of coverage
• Online: More than 230 pieces to date
• Media campaign: Continuing
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Results
Beck’s - Independent Thought campaign
Target Audience Reaction
• Significant upswing in brand image performance indicators
• Reached more than 52,000 in key target audience sector
through sampling activity
• More than 8.5 million opportunities to see the brand at the
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Brand Objectives
Spencer Tunick at The Big Chill
Business Objectives
• To drive ticket sales
• To create a truly experiential activation onsite at a UK
festival
Marketing Objectives
• To extend the reach of The Big Chill Festival outside of the
traditional festival going market
• To generate media buzz in the run-up to the event• To generate media buzz in the run-up to the event
• To create a platform for extensive onsite media coverage
• To confirm The Big Chill’s position as the UK’s leading
boutique music and arts festival
Solution
We approached the renowned, American visual artist
Spencer Tunick to create a new, naked installation.
Spencer has risen to fame in the visual arts world for his
naked installations at some of the most recognisable
landmarks in the world including Sydney Opera House
and New York’s Grand Central Station as well as some
challenging natural environments such as the Aletsch
Glacier.
Spencer was commissioned to create a new piece of
work that would be installed onsite at The Big Chill and
Spencer Tunick at The Big Chill
work that would be installed onsite at The Big Chill and
create a living PR stunt for the attending media.
Activation: Live Shoot
• Each participant was stripped off and painted from
head-to-toe in one of five body paints and over the
course of two hours
• Spencer arranged the participants in a variety of
positions while taking photos from a cherry picker
platform
Spencer Tunick at The Big Chill
Results
Exposure/Reach/Buzz
• National Coverage: 15 pieces including the cover of the
Sunday Times Magazine and a 7 page feature, cover of the
Review section of Daily Telegraph and the cover of the
Evening Standard
• Broadcast: coverage in all major national, international and
regional broadcast platforms including live crews onsite from
Sky News, BBC and ITVTHE
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Spencer Tunick @ The Big Chill
Sky News, BBC and ITV
• 7-page feature in The Sunday Times Magazine and 3-page
feature in the Evening Standard focusing on the experience
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Results
Target Audience Reaction
• Over 30,000 tickets sold for The Big Chill Festival – an
increase of 10%
• At purchase 1,000 Big Chill Festival goers pre-registered to
participate in the installation
• 4% of total Big Chill sales were driven by the installation
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Spencer Tunick @ The Big Chill
alone
• Online traffic to The Big Chill platforms (website and social
media) increased by 20%
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Brand Objectives
Pleasance Theatre & Scott Mills The Musical
Business Objectives
• To drive ticket sales
• To broaden the audience demographic of people attending the
Pleasance Theatre
Marketing Objectives
• To raise awareness of the diversity of the Pleasance Theatre’s
programming
• To position the Pleasance Theatre at the heart of the Edinburgh
Fringe, the undisputed world centre for performing artsFringe, the undisputed world centre for performing arts
Solution
Pleasance Theatre & Scott Mills The Musical
We partnered the Pleasance Theatre with the Scott Mills Show on
BBC Radio 1. This meant the team from Radio 1 writing, producing
& performing a musical featuring key characters from the radio
show.
Activation
1. Planning and set-up
2. Production and listener interaction
3. Performance from the Pleasance Dome
Activation: Strand 1: Planning
Pleasance Theatre & Scott Mills The Musical
• Driving a new, broader audience towards the Pleasance
Theatre was always a top priority for Scott Mills The Musical.
• Idea Generation worked with the outside broadcast team at
Radio 1 for nine months before the production.
• This ensured key messages regarding Pleasance Theatre as
a venue and how the company was increasing accessibility to
the Fringe were communicated throughout the production.
Activation: Strand 2 : Writing and Production
Pleasance Theatre & Scott Mills The Musical
• To ensure buy-in from a wide demographic of Radio 1
listeners the production was highly interactive, with listeners
encouraged to email, call and Tweet in with their suggestions
on script, cast and much more.
• Throughout the roll-out of the production, the team kept a
blog, were highly active in social media and helped Scott
Mills the Musical become the heartbeat of the radio show for
close to two months.
• This gave the Pleasance Theatre an incredible profile –
driving intrigue and awareness from a wide new audience.
Activation: Strand 3: At the Festival
Pleasance Theatre & Scott Mills The Musical
• The show was rehearsed and performed at The Pleasance
Dome, the location is considered by many to be the beating
heart of the Edinburgh Fringe.
• Scott Mills The Musical became the highlight of the
Edinburgh Fringe in the summer of 2009, creating a huge
talking point among the theatre, comedy and cultural
connoisseurs at the festival.
• The performance was trailed countless times in the weeks
leading up to the Edinburgh Fringe. And the Scott Mills team leading up to the Edinburgh Fringe. And the Scott Mills team
broadcast live from the festival, ramping up levels of
awareness of The Pleasance throughout their time in
Edinburgh.
• The show was a sell-out and won the Scott Mills Show
many admirers and introduced a new army of fans to the joys
of the Edinburgh Fringe.
Results
Pleasance Theatre & Scott Mills The Musical
Exposure/Reach/Buzz
• Consumer Broadcast: Trailed a 15 minute daily feature, a
week before and during the event and featured over a course
of two months on national BBC Radio 1
• Social media and online: The show and The Pleasance
was a key talking point across Scott Mills’ various channels,
including his website, blog and Twitter feed – ensuring
interaction and engagement with his 4million + listenersTHE
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interaction and engagement with his 4million + listeners
• Additional: The show was also covered more broadly, with
newspapers including The Daily Mirror covering the story,
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Results
Pleasance Theatre & Scott Mills The Musical
Target Audience Reaction
• First week sales up 45% on previous year at Edinburgh
Comedy Festival (which then dropped after Mill’s residency)
• The show itself was a sell-out over three consecutive nights
(over 1,000 seats) and 5* press reviews
• The show was voted the second best outside broadcast
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project by BBC employees (One Big Weekend was first!)
• Pleasance ticket sales reached 425,000 in 2009 – a 12%
increase on the previous year
• The Pleasance is now the biggest venue at the Edinburgh
Fringe selling 20% of tickets at the Edinburgh Fringe
• In 2010 following the Scott Mills The Musical year, 500,000
people visited The Pleasance
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Brand Objectives
Mick Rock & Zippo
Business Objectives
• To raise awareness of the Zippo brand in the UK
• To actively sample Zippo’s to a niche target audience
Marketing Objectives
• To emphasise the strong links between the brand and Rock
Music
• To support and engage with emerging bands throughout the
UKUK
Solution
Mick Rock & Zippo
We created a partnership between Zippo and the Idea Generation
Gallery’s blockbuster exhibition of 2010: Mick Rock: Rock Music. A
series of experiential activations were programmed to position the
brand at the centre of the exhibition and highlight Zippo’s strong
support of Rock music.
Activation
1. Exhibition Partnership
2. Zippo Rehearsal Rooms2. Zippo Rehearsal Rooms
3. Mick Rock Live Shoot
Activation: Strand 1: Exhibition Partnership
Mick Rock & Zippo
Zippo received title partnership benefits, including:
Exhibition
• Naming rights (Rock Music, in association with Zippo)
• Logo inclusion throughout the gallery
• Private reception with Mick Rock
• Onsite Zippo engraving & sampling campaign
Marketing
• Logo on evite sent out to a database of 13,000 subscribers
• Logo inclusion on all other marketing materials• Logo inclusion on all other marketing materials
• Branded film, including interviews with Mick Rock. This was
seeded online
PR
• Full inclusion in the exhibition PR campaign
Activation: Strand 2 : Rehearsal Rooms
Mick Rock & Zippo
• Through a media partnership with NME, bands were invited to
apply for an exclusive rehearsal slot at The Zippo Rehearsal
Rooms, created in an empty space opposite the IG Gallery.
• 28 bands were selected by Zippo and given the chance to
rehearse, for free, in the rooms. A professional photographer was
hired to capture the activity and the images were seeded on
Facebook.
• 6 bands were also selected to perform live to a select crowd at
the front of the rehearsal rooms. These performances were filmed, the front of the rehearsal rooms. These performances were filmed,
edited and seeded online in a Zippo branded video.
Activation: Strand 3: Live Shoot
Mick Rock & Zippo
• As an extension of the NME partnership, IG orchestrated a
‘Live Shoot’ in which four emerging bands were given the
opportunity to be shot by the legendary photographer, Mick
Rock.
• NME selected three promising acts to be shot, and the
remaining place was chosen by Zippo.
• All four bands were shot in the IG Gallery, amongst iconic
images of Bowie, Queen and Syd Barrett. These images were
used by NME in a 9-page exclusive.used by NME in a 9-page exclusive.
Results
Mick Rock & Zippo
Exposure/Reach/Buzz
• Over 180 pieces of branded coverage, including pieces in
The Times, The Guardian, BBC Homepage, BBC 6 Music and
CNN
• National Print Coverage: 7 pieces including The Guardian,
Daily Telegraph, The Independent, The I (all with brand credit)
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• Consumer: 6 pieces including Stylist, Shortlist and Elle as
well as a 9 page exclusive in NME
• Online & Broadcast: 112 pieces – including BBC News,
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Results
Mick Rock & Zippo
Target Audience Reaction
• 5000+ visitors attended the Zippo sponsored exhibition
• 800 members of the arts and culture sectors attended the
private view including celebrities, VIP’s and over 200 media
• Zippo actively supported 32 of the UK’s most exciting
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Brand Objectives
Antony Gormley’s One and Other
Business Objectives
• To drive brand reappraisal for the sponsor, Sky
• To support Sky’s key sponsorship objectives:
o Increase public access to the arts
o Increase public participation in the arts
o Position Sky Arts as a key enabler of the arts
Marketing Objectives
• Drive media and public awareness and engagement
• Ensure that engagement hit communities right across the UK • Ensure that engagement hit communities right across the UK
to meet the project’s ambition to be a reflection of British society
in the 21st Century
• Maintain engagement, interest and momentum throughout the
9-month duration of the campaign
Solution
• Multiple agencies and partners were involved in the delivery of the
project, which was one of the most ambitious and complex art
projects ever undertaken in the UK.
• We worked alongside the producers, Artichoke as well as web
designers Headshift, the artist Antony Gormley, the launch event PR
agency Bolton & Quinn and of course the sponsor and broadcaster,
Sky Arts to create a tightly integrated and highly focussed media
relations campaign.
• An integrated and holistic approach were key to the project’s
Antony Gormley’s One and Other
• An integrated and holistic approach were key to the project’s
success. Our solution was to use specific activation channels to:
o Build anticipation
o Secure mainstream coverage
o Focus on communities through regional activation
o Maintain momentum and awareness via social media
• The result was the UK’s most successful art project in terms of
audience engagement, awareness and coverage.
Activation
• We activated the media campaign through six key strands of media
relations targeting:
1) National and mainstream media
2) Regional
3) Arts trade
4) Radio
Antony Gormley’s One and Other
5) Blogger outreach
6) Social media
Results
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Antony Gormley’s One and Other
Exposure/Reach/Buzz
• National Coverage: 248 pieces including The Guardian,
The Observer, Daily Telegraph, The Independent, FT and The
Daily Mail
• Regional: 1,323 print pieces from across the UK including
Evening Standard, London Lite, Edinburgh Evening News
• Broadcast: 200 regional broadcast pieces and 95
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• Broadcast: 200 regional broadcast pieces and 95
national pieces (radio and TV) – including BBC News,
Channel 4, itv, and Sky News
• Online and social media: 1,125 pieces including blog and
digital media. Social media engagement was so successful
that the Twitter hashtag is still used by the community now
(two years after launch)
• Total AVE in excess of £5,750,000
Results
Target Audience Reaction
• More than 35,000 applications to stand on the plinth, 2,400
places were available
• More than 800 million opportunities to view the Sky Arts
brand
• More than 10 million hits on the project websiteTHE
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Antony Gormley’s One and Other
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Contact
Hector Proud
Managing Director
Justin Pledger
Associate Director
Idea Generation
11 Chance StreetTHE
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11 Chance Street
London
E2 7JB
+44 207 749 685012/11/201
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