MAXIMISING A ’BEST FRIENDS’
The Key Behaviour – Get tea drinkers to donate to Comic Relief’s Red Nose Day by buying packs of PG tips.
The Key Barrier – A decline in engagement for the product – conventional tea – plus a general charity fatigue.
The Key Comparison – Giving by doing, rather than just paying out to a charity, e.g. Cancer Research UK’s Race for Life.
The Creative Idea – We turned the well-liked PG tips brand mascot, Monkey, into an active charity hero for Red Nose Day, by having him climb The Shard!
We asked our social media community to support Monkey’s charity climb of the London landmark, with highly entertaining videos of the stunt posted online at the heart of a multimedia campaign.
This was carried all the way through to stores, where people could buy special packs of PG tips with a contribution to raising money for Comic Relief.
The Results –
• £1 million raised for Comic Relief
• A total reach of 96,711,576 people
• PR value: £814,650.30
• MAA Best Award for Consumer Product Content
• The Drum Dream Award for Integrated FMCG Campaign