The Relationship
LBi has worked with the British Red Cross since early 2008, when we were brought on board to devise an online PR strategy supporting the British Red Cross Refugee Week campaign.
The Work
Following the success of this initial campaign, the Red Cross turned to LBi to develop and implement a social media youth engagement programme (Red Recruits) and to promote the launch of the British Red Cross first alternate reality game (ARG) as part of their Civilians in Conflict month.
This work exceeded all expectations, with more than three times the number of people signing up to play the game than previously predicted by the BBC. For the following 2009 Refugee Week campaign, LBi was the Red Cross's first choice.
Despite the success of the previous year, we wanted to go one step further by creating a unique online film starring Dougray Scott as well as the UK's first social media movement asking people to pledge support and tackle discrimination via their online profiles. The campaign saw tens of thousands of people visiting the campaign site to change their status.
The Outcome
The outcome for our work here is perhaps best left to our client:
Tags: British Red Cross, campaign, charity, client, ePr, featured, social
Update: D&AD New Blood takes on a life of its own…
Looks like people are having fun with our New Blood campaign. The posters are popping up all over the place. Those of you who walk past Wieden + Kennedy in the mornings may have noticed one proudly displayed centre/front in their window. Apparently Dare, Mother, Poke and a whole bunch of others also have them up. Below are just a few examples of how our campaign has (umpromtedly – new word) taken a life of its own:
Tags: award-winning, campaign, charity, comms, event, Web design
Fans star in ‘What’s Your O-Face?’ campaign
LBi Special Ops Media have launched the ‘What’s Your O-Face?’ digital campaign for Three Olives Vodka, a Proximo Spirits brand, to remind people that Three-O is a seriously premium and seriously fun Vodka.
Through a mix of compelling design, technology and social media components, fans are being asked to upload their own ‘O-Face’; a look of happy excitement after drinking one of the Three-O vodka drinks, onto the site.
Entrants are encouraged to spread the word and rally voting outside the site using special widgets that plug into Facebook and social networking sites. The campaign will be peer judged on May 31,. Five finalists will then be flown to New York and asked to take part in a photo shoot to become the face of the brand, with the winner staring in a national ad campaign and taking home the tidy sum of $10,000.
http://www.threeolives.com/o-face/
LBi Special Ops Media have been in charge of developing the online brand through website development, online creative, media planning, online press and digital strategy. The campaign is supported with print media, out of home media, publicity and a targeted online media campaign that includes high impact custom placements and flash display ads on sites like PerezHilton.com, and Maxim.com.
Gino Luci, Brand Manager for Three Olives is keen to spread the brand message, “Three Olives is the most exciting vodka brand in the market, carving out a niche from our stuffy and pretentious competitors with a single-minded message of being seriously fun. We are dedicated to bringing the fun back to vodka and want our fans to be a part of it. We’re shaking up the category through innovation in every aspect of the brand – advertising, promotions and exciting new flavors – and the results are showing.”
Jason Klein, co-CEO LBi Special Ops Media, “The O-Face promotion proved to be the perfect fit to reap the benefits of Facebook Connect and help it stand out from the oversaturation of brand-centric UGC efforts. We were fortunate to have a client who allowed us to take them on this journey to become the first spirits brand to employ this platform. For a brand like Three Olives that thrives in the real world with word of mouth enthusiasm, harnessing the social evangelical power of Facebook and making it the cornerstone of a 360 degree marketing campaign, seemed a natural fit. And, so far, the results are proving us right.”
Tags: campaign, drinks, ePr, FMCG, LBi Group, New York, Special Ops
LBi’s SYRUP wins ‘International people’s voice award’ at the WEBBY’s
Syrup’s Hello FRA campaign is this years People’s Voice Award Winner in Interactive Advertising at the 13th Annual Webby Awards.
Hailed as the “Internets highest honour” by the New York Times, 500,000 people voted for their favourite websites, videos and ads. Syrup Stockholm will pick up their award in New York on 8th June, fans will be able to watch the ceremony, including Syrup’s ‘5 word only’ speech via YouTube.
Hello FRA is the campaign that introduced digital disobedience to the net. In spring 2008, the Swedish government proposed a new law that makes mass-surveillance of e-mail-traffic, sms, phones, etc. possible of Swedes without suspicions of illegal activity. With the campaign Hello FRA, the little independent newspaper Fria Tidningen, gave people the opportunity to sabotage the new law and join the fight.
Syrup created a simple standard text that people can put in their e-mails that makes FRA’s computerized search programs react. This will make the FRA’s digital e-mail filters busy analyzing ordinary e-mails, and will make their million-dollar investment worthless. With a simple mail signature people can spread the word through their daily mail communication. The text can be changed randomly with different “dangerous” trigger words. Without any media investment, the campaign spread instantly,, e-mail to e-mail and blog to blog.
Fredrik Lundgren, Creative Director at Syrup, “The beauty of the campaign is that it shows that people wish to be part of the message. A very simple way to use the social functions on the net and give people a tool to express their view”.
Jonas Sandström, marketing director at Fria Tidningen, “The first time I got an email with a Hello FRA-signature in my mailbox from an outside contact; I realized the extent of the campaign.”
The 13th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.
Tags: Amsterdam, award-winning, campaign, ePr, event, LBi Group, Syrup, Vodafone
Popular tags
acquisitions Anil Pillai antitrust app apple Art ask Awards bbc beer best practice bigmouthmedia BIMA blending branded content Brick Lane browsers BT campaign Cannes Cannt canonical charity Chris Clarke Christmas client content content strategy creative Creative Director CRM D&AD digital eCRM electrolux ePr event Facebook Facebook app Facebook places featured football foursquare Friday fun Generation Green geolocation Google guardian infographic inspiration interfacedevelopment international ipad iPhone keywords language LBi LBi Group LBi London LBiQ LBi Rave LBi UK long tail Lorenzo Wood Lost Boys International marketing media Microsoft mobile online advertising Oxfam pagerank personalised search press release privacy rave redirects research search SEO serps Skype social Social CRM Social Media social media monitoring social networks Sony Ericsson spam strategy tech Technology twitter UK Uniqlo video Web design work yahoo! YouTube