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Proud to be chosen by more brands activating around the Olympics than any other communications agency

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Take a look at H+K Strategies case studies around activating 7 brands Olympic communications programmes - more than any other communications agency

Take a look at H+K Strategies case studies around activating 7 brands Olympic communications programmes - more than any other communications agency

Published in: Sports, News & Politics

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  • 1. Seb is designing+ We are proud to be chosen by more brands activating around the Olympics than any other communications agency
  • 2. + DELIVERED THE BIGGEST MEDIA CAMPAIGN FOR ADIDAS IN 2012 H+K launched the ground-breaking team kit designed by Stella McCartney for adidas, who are one of the Official Sportswear Partners of Team GB and Paralympics GB, to be worn by British athletes at the London 2012 Olympics and Paralympic Games. H+K ensured that the GB Kit Launch provided the perfect opportunity for adidas to take commercial market leadership, drive brand perception and preference amongst the UK consumer. H+K were responsible for news & sport media strategy (across all media channels) as well as event planning & management. H+K also managed media presence for 33 athletes and Stella McCartney on the launch day, which included 20 live interviews. H+K invited 140 journalists and bloggers across a wide media spectrum to ensure maximum coverage for adidas for the launch event. The media was given bespoke content and fashion editors from broadsheets were given 1-2-1 ‘panel’ interviews with Stella, adidas and the athletes. The launch received 468 pieces of coverage in national print including live TV IV slots throughout the day.
  • 3. + COMMUNICATING P&G’S FIRST CORPORATE BRAND ENGAGEMENT PLATFORM Since stepping out from behind its brands for the first time in March 2011, P&G’s ‘Proud sponsor of Mums,’ campaign has delivered outstanding business and brand-building results in the UK. Identifying the role P&G has played in mums lives for 80 years, we developed a report unveiling the changing face of motherhood, engaging high-profile ambassadors and key mummy bloggers to discover ‘Life before P&G’. H+K also led a campaign for P&G’s Mother’s Day 2012 activity calling on the nation to recognise and celebrate what hard working mums do by saying Thank You, Mum, and be in with the chance of winning tickets to the London 2012 Olympic and Paralympic Games. Finally, H+K worked with P&G to deliver a unique programme supporting the nearest & dearest of Team GB and Paralympics GB athletes in the run up to the London 2012 to help athletes focus on the task in hand- winning more gold medals! Through the three campaigns P&G’s corporate brand has increased +20% in familiarity and +10% in favorability with consumers in the UK.
  • 4. + BRINGING IHG’S OLYMPIC SPONSORSHIP TO LIFE H+K handles the communication for Holiday Inn’s 2012 Olympic sponsorship where we have developed a London 2012 issues manual, launched the world’s first augmented reality hotel, supported LOCOG in the official launch of the athletes’ village where IHG staff will be seconded to at games time and planned a series of athlete masterclass experiences. The masterclass programme saw H+K leverage partnerships with over 50 GB Olympic and Paralympic hopefuls, providing them with free overnight stays at IHG (Holiday Inn’s parent company) hotels for themselves and their support teams in return for providing unique experiences for Holiday Inn staff and guests. The media events aimed at a range of stakeholders were high profile, giving the public a once in a lifetime opportunity to train with these athletes, including Mo Farah, Mark Cavendish and Paula Radcliffe and Shelly Woods. These events, ‘Running Club with Mo’ and ‘Ride with Cav’ and took place around Holiday Inn hotels in greater London, engaging with media, holiday inn customers and staff and bringing the sponsorship to life. Over the past year over 1,400 people participated in a train with Olympians and media masterclasses which generated 103 unique pieces of coverage.
  • 5. SUCCESSFULLY LAUNCHING P&G’S CAPITAL CLEAN UP AHEAD OF LONDON 2012+ H+K Strategies amplified P&G’s 10 year partnership with the IOC & demonstrated its commitment to helping London look its best ahead of the London 2012 Olympic Games. P&G’s household brands Flash, Ariel and Febreze joined with Greater London Authority to launch the P&G Capital Clean Up, a 3 month campaign to clean up London. Actress Keeley Hawes and over 1,600 community champions took part in 20 clean up events, sprucing up 10 square miles over 20 of London’s boroughs. H+K’s purpose led brand initiatives shaped the campaign; Flash Art transformed 370m² of London’s Southbank into a clean art gallery attracting over 300,000 visitors in just 3 weeks and generating 20,000+ views to the event video. Febreze transformed some of London’s unloved green spaces and brought a breath of fresh air to commuter hotspots with the mobile Febreze Fresh Haven. Olympian Jeanette Kwakye led the Ariel Big Sprint, a capital wide clean up challenge. H+K generated over 320 pieces of coverage with a reach of over 287 million. Highlights included Keeley appearing on This Morning and Lorraine, plus coverage in The Evening Standard, OK!, The Sun and Daily Telegraph. Footage from the events were used in an ad funded programme on Channel 5, and two TV commercials.
  • 6. SUCCESSFULLY LAUNCHING P&G’S FIRST GLOBAL ADVERTISING CAMPAIGN+ H+K Strategies handled the launch of P&G’s first ever global advertising and marketing campaign, “Best Job,” as part of P&G’s wider ‘Thank you, Mum’ activity. As a precursor to the launch, H+K sparked conversations in Tier 1 UK media titles through a series of exclusive one to one media interviews with Marc Pritchard, P&G’s Global Brand Building Officer. On the day of the launch, we put the “Best Job” assets directly into the hands of consumers and influencers to launch the campaign in digital and social media. H+K leveraged every asset, engaged consumers at every touch point, and activated every influencer group to plant the overarching message driving awareness of P&G’s ‘Thank you, Mum’ activity. The campaign achieved over 206,397,926 impressions, over 5 million views on YouTube as well as 31 print and 43 online articles.
  • 7. DRIVING MEDIA COVERAGE FOR OMEGA’S LONDON 2012 COUNTDOWN CLOCK+ When long-serving worldwide Olympic partner OMEGA wanted to unveil the London 2012 countdown clock 500 days before the Olympic Games they turned to H+K to drive media coverage. Imagery of the unveiling event was published in six national newspapers, including front and back covers, and numerous online media. When the clock malfunctioned the following day H+K took a crisis management role and handled journalists’ enquiries thus minimising negative impact on the brand.
  • 8. + UNVEILING OMEGA’S GLOBAL ADVERTISING CAMPAIGN FOR LONDON 2012 H+K worked with OMEGA, the official timekeeper of the London 2012 Olympic Games, in unveiling its global advertising campaign for the London Games - celebrating the brand’s rich Olympic history and the great moments in time that are at the heart of the Olympic movement. The television commercial, featuring the Rolling Stones’ 1982 hit “Start Me Up”, featured Olympic hopefuls and OMEGA Brand Ambassadors Chinese diver Qiu Bo, U.S. swimmer Natalie Coughlin, British heptathlete Jessica Ennis, U.S. sprinter Tyson Gay, South African swimmer Chad Le Clos and U.S. pole vaulter Jenn Suhr. The video has generated over 220,000 views on YouTube since its launch. Extensive press coverage generated by H+K included inclusion in the Daily Telegraph’s ‘Best London 2012 Olympics adverts’ and Marketing Week’s ‘Top London 2012 Marketing Campaigns’.
  • 9. + SECURING AWARENESS FOR THE OPENING OF THE IHG ACADEMY IHG runs a global academy program, working with local markets to train hospitality workers and increase skills across the industry. Its newest academy was due to launch in Newham, East London, and IHG wanted to announce the launch and raise awareness of the academy programme with the national media. We made sure that this story would appeal to a national audience by including the news of 3,000 jobs being created across the UK in the next three years. This also gave us a reason to approach Nick Clegg’s office as we knew he was focused on supporting and encouraging job creation. With a launch event at the Holiday Inn London Stratford City overlooking the Olympic park, the Deputy Prime Minister, IHG CEO and a class full of the next generation of hotel workers, we had the perfect ingredients for our story. The job creation announcement and launch of the new Academy was covered by over 200 broadcast, print and online media channels where we reached over 93 million people with the campaign.
  • 10. + SUCCESSFULLY HANDLING MEDIA RELATIONS FOR SEB COE’S LONDON 2012 VISITS Hill+Knowlton Strategies handled the media relations for Seb Coe’s international visits to promote London 2012. Arrangements were co-ordinated from London using local H+K offices in each market. H+K secured extensive positive coverage in every market, including several agency pieces which have been published all over the world.
  • 11. + HOLIDAY INN – FREE ATHLETE ROOMS FOR LONDON 2012 H+K is helping build the profile of global brand Holiday Inn as official hotel provider to London 2012 via a series of creative activities. H+K communicated the message that Holiday Inn is offering free room nights to support 50 British athletes as they prepare for the Olympic and Paralympic Games.
  • 12. + SECURING MEDIA COVERAGE FOR BP’S ‘THE OLYMPIC JOURNEY: STORY OF THE GAMES’ London 2012 partner BP is collaborating with the Olympic Museum in Switzerland to bring “The Olympic Journey: The Story of the Games” exhibition to the Royal Opera House in London. The Olympic Journey includes all the Olympic medals since 1896 and Olympic torches since 1936. There is a “Hall of Champions” featuring the stories and inspirational achievements of great Olympians. H+K handled the staging of the press announcement with Olympic gold medalist Jonathan Edwards and secured media attendance at The Royal Opera House, as well as the presence of numerous important stakeholders. Extensive media coverage was secured and feedback from stakeholders was highly positive.
  • 13. + BP CELEBRATES LONDON 2012 YOUNG LEADERS SUCCESS Hill+Knowlton Strategies worked with London 2012 partner, BP, to help celebrate the ‘graduation’ of a group of young people from around BP’s four main hub locations - Canary Wharf, Sunbury-on-Thames, Hull and Aberdeen – as part of the London 2012 Young Leaders Programme. The finale to the project involved co-ordinating national and regional media for an event at the British Museum which saw LOCOG Chair, Lord Coe, and double Olympic champion, Jonathan Edwards, recognise their achievements and present them with a certificate and a prized ticket to The Games. The event in April led to coverage on the BBC and ITV as well as a number of national and regional articles.
  • 14. + AVIVA CALLS ON PUBLIC TO BACK THE TEAM Challenged to bring the nation together in support of the country’s best athletes, Hill+Knowlton Strategies worked with UK Athletics title sponsors’, Aviva, to create an integrated campaign that called on fans to register their support for the GB & NI athletics team under the banner of Back The Team. Using a series of Aviva sponsored events in the countdown to London 2012 - including the Aviva 2012 Trials in June - as well as access to athletes including European Champion Jessica Ennis and former double gold medallist Kelly Holmes, the campaign has so far attracted tens of thousands to the Aviva Athletics page on Facebook where they can upload pictures of their support and win a number of prizes including a day with Aviva ambassador Ennis.
  • 15. + ACHIEVING STAND-OUT COVERAGE FOR ADIDAS As Official London 2012 Partner, adidas unveiled its latest ‘Take the Stage’ campaign with just under a month to go to the Games. Following on from the all-star creative earlier this year, the newly unveiled campaign builds on and shines the light solely on the Team GB athletes. H+K Strategies supported the new 60 and 30 second TV spots with stand-out print & online coverage across trade and consumer media with highlights including a 3 page feature in Marketing Magazine.
  • 16. + SUCCESSFULLY PROMOTED ADIDAS’S TAKE THE STAGE CAMPAIGN To ensure an ongoing conversation around adidas’s ‘Take the Stage’ campaign H+K came up with an innovative concept of installing a green screen photobooth at Loughborough University and capturing all 550 Team GB athletes as they pick up their Official adidas Team GB kit. The campaign successfully promoted #takethestage on twitter and delivered fame for the adidas team GB wristbands – part of the athletes official kit and on sale to the public. The images which feature the athletes posing with the wristbands and also a wide range of props, have delivered widespread awareness of the campaign and coverage across national print & online media, including daily hits in The Metro, including two front covers, and on MSN. The booth even saw Prime Minister David Cameron make a guest appearance!
  • 17. + JENNA RANDALL, BRAUN AMBASSADOR ANNOUNCEMENT H+K Strategies announced Jenna Randall as the new face and legs of the Braun Silk-epil Xpressive Pro Epilator grabbing the attention of the UK media and reaching over 152million consumers. H+K devised a highly stylised PR editorial photo shoot that brought to life the ‘wet and dry’ key message and focused on Jenna’s legs to highlight the product benefit, presenting Jenna a ‘high fashion’ light that she had never been seen in before. The shoot allowed us to drive relevancy via an ambassador who is not instantly recognisable to our target audience and reach lifestyle territories outside of the beauty media. Print coverage was achieved in 6 x national newspapers and online coverage in key beauty and national media including the Huffington Post and Vogue.com cementing the association between Braun and fashion and driving relevance to product and target audience.
  • 18. ADIDAS: DAVID BECKHAM POPS UP AT ADIDAS PHOTOBOOTH+ Hill+Knowlton Strategies have been working with adidas on their marketing campaign to get behind Team GB. As part of this unsuspecting members of the British public were asked to show their support for Team GB by stepping into a photo booth themed around ‘Take the Stage’ at Westfield Stratford City. Sixty lucky people were then stunned as David Beckham appeared from a hidden section of the booth during their experience. Beckham said; "It was a unique experience for me and the people who took part and there were some great reactions when we surprised them in the photo booth. I always love coming back to London and the activity was a great opportunity for me to get involved in the adidas take the stage campaign and get behind Team GB." The adidas ‘Take the Stage’ marketing campaign is a celebration of the rich, diverse talent that exists within the three worlds of the adidas brand – street, style and sport. Aimed at inspiring the next generation to ‘Take the Stage’, features Team GB athletes telling their personal stories and journeys through TV advertising as well as poster campaigns across bus stops, London buses, and big poster sites around town.
  • 19. + HOLIDAY INN: OFFICIAL HOTEL PROVIDER TO LONDON 2012 H+K Strategies was briefed to raise awareness of Holiday Inn’s Olympic sponsorship. Using newsworthy Olympic hopefuls Mo Farah and Mark Cavendish, H+K organised ‘Running Club With Mo’ and ‘Ride With Cav’ events for the public to train with the athletes. Social media recruitment saw an attendance of over 150 at each event and the campaign resulted in over 60 pieces of print, broadcast and online media coverage. Awareness of Holiday Inn’s Olympic sponsorship has significantly increased since the start of the campaign.

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