idea generation - overview credentials - 2011

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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?

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

Why Idea Generation?

Idea Generation’s Culture Brandscape

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

Our Activation Teams

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

Selected Case Studies

Case Study 1:

Beck’s:

Independent Thought Independent Thought Campaign

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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Case Study 2:

Spencer Tunick at

The Big Chill FestivalThe Big Chill Festival

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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Case Study 3:

Pleasance Theatre at the

Fringe: Fringe:

Scott Mills The Musical

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

project by BBC employees (One Big Weekend was first!)THE

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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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Case Study 4:

Mick Rock & ZippoMick Rock & Zippo

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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Case Study 5:

Antony Gormley’s

One & OtherOne & Other

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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Contact

Hector Proud

Managing Director

[email protected]

Justin Pledger

Associate Director

[email protected]

Idea Generation

11 Chance StreetTHE

18/10/2010

CULTURE

LABEL

11 Chance Street

London

E2 7JB

+44 207 749 685012/11/201

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PH10/11/2010