Case study of Rubber Republic's campaign for SWRDA to promote creative industries in the South West

2. Case Study: The Harvest

3. The Brief

4. What if you needed to reach out to a fickle bunch of
creative die-hards and communicate a message
to them?
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Photo from mikesten on Flickr

5. The South West RDA wanted an online campaign
to show off the strength of the South West as a region
for the Creative Industries to the creative community.
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Photo from timsnell on Flickr

6. The Thinking

7. We identified the superior quality of life and
quantifiably higher employee satisfaction as the
key points to make up the campaign message.
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Photo from ooOJasonOoo on Flickr

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Photo from Jacob Bøtter on Flickr
The campaign needed to drive conversations and
gain respect amongst its target audience. This was
all about effective niche communication.

9. The Campaign

10. We wrote and filmed The Harvest, a short comedy
film about a ʻcreative farmʼ. The setting showcased
the quality-of-life message, whilst the script
explained the regionʼs creative pedigree .
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11. We then leaked the film into creative communities
through a carefully-planned seeding campaign
targeting press outlets and influential bloggers.

12. The Results

13. Huge amounts of buzz from the right audiences
163,885 views
289 blog posts

14. Picked up by some of the top creative and digital
bloggers worldwide
Picked up by the press and screened on TV, in
cinemas and public displays

15. A very happy client
Thumbs up from me,
looks really good, well
done team!
Caroline Farrant, SWRDA

16. See It
http://www.creativejuices.org.uk
http://www.youtube.com/watch?v=hgYwTELj-fs