There’s been a lot for PRs to deal with this year. Facing the good (world’s first tweeting badger), the bad (tasteless 9/11 tweets) and the ugly (horsemeat anyone?), they’ve worked around the clock to keep their brands in the news for the right reasons.
To recognise those who have put their clients before them, here’s a run-down of my very own Prime Time PR Award winners this year:
How did they do that?
Winner: UN Women
UN Women turned to Ogilvy to promote the dangers of gender inequality by taking over the world’s most popular search engine. Using predictive text, people were shown common attitudes to women to highlight the issue of discrimination.
Finalists:
1) Selfridges gives customers the silent treatment
2) Holiday Inn transforms into horror hotel for DVD launch
Better luck next time
Winner: Coca-Cola
If you open a bottle of Vitamin Water today, you’re sure of a big surprise – because you could be insulted. Blake Loates was offended by the ‘retard’ message under the bottle cap, especially because her sister has cerebral palsy and autism.
Finalists:
1) London Duck Tours’ sinking ship
2) Cineworld loses its manners
Worth every penny
Winner: Aflac
Insurance company Aflac brought its mascot to life when it let a real duck roam the streets of New York, including the subway. What’s ironic is that this campaign got meaty results by spending pence rather than pounds.
Finalists:
1) KitKat gives customers the (extra) finger
2) Twilight hotline assists heartbroken teens
So, that’s 2013. But what does next year have in store?
I asked PR and marketing specialists for their industry predictions for the coming year.
Jo Chappel, head of insight and creativity at Fever PR, has identified ‘faction’ as a future trend: “Stories that flirt between fact and fiction that intrigue and entertain consumers.”
But, Marketing Chap thinks: “More and more money will be poured into marketing technology producing more and more of the same results as always.”
I think brands will prioritise personalised content. No more blanket e-newsletters, generic tweets and products. Running forward with Coca-Cola’s personalised bottles, companies will work to reward loyalty with tailored messages. Just leave the insults out of it.
So, there you have it. The big 2013/14 review. Share the love Prime Timers, have a happy New Year and I’ll see you in January.
