PG Tips and Rainforest Alliance link up for common good

Client: PG Tips
Agency: MindShare
Lead planner: James Hart

Our challenge was to educate tea drinkers of the ethical benefits. Alongside an above-the-line campaign, MindShare led an all-agency team to develop communications, informing people of the association between PG Tips and the rainforests.

Strategy: People often switch off when faced with what they perceive as worthy messages. Our research told us that humorous content, such as America's 1950s Goofy films about the dangers of smoking, were most effective to convey serious messages. We had to be light-hearted and engaging.

Activity: We created a live film experience featuring "monkey" and negotiated hard with cinema contractors to get it screened in family movies over the Easter break. Working with the other agencies, we implemented a three-phase marketing programme, following a traditional film release approach. On the web, we seeded awareness via virals and MPU trailers across film sites such as IMDb and Yahoo Movies, and we promoted the chance to win tickets to the London film premiere via Facebook. The online marketing led to a microsite with film information and radio spots in the run-up to the opening weekend, supported in cinemas and on booking confirmation e-tickets. We also created a DVD featuring a 10-minute version of the film. This was given away on-pack with a film merchandised tea towel. TV and radio spots encouraged consumers in-store.

Results: About five million people have seen the monkey film - three million in cinemas, one million from special packs and a further 500,000 through the post. There were a further 500,000 views of the trailer online, delivering 10 million impressions in total. Awareness of the film on screen was 195% above the norm. Cinemagoers had far more knowledge of the Rainforest Alliance than those only exposed to the announcement campaign: 82% agreed that PG Tips cares about the people who work on its farms - an increase of 24% (source: CAA). -

James Hart, business director, MindShare

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This article was first published on Media Week