We’ve heard of agencies striving to gain a deep understanding of a
client’s business, but surely this is taking it too far.
August.One Communications last week sent a three-strong pitch team to
schoolmaster.net dressed in outsized school uniforms. But the client,
which this week confirmed it had indeed hired August.One to run a
combined public affairs and PR programme, was bowled over.
John Fraser, public affairs director at August.One will treasure the
response from schoolmaster.net’s marketing head, Capucine de Vallee.
’The look on her face when we walked in was one of pure joy,’ he
A schoolboy Fraser, together with classmate Joanne Lavelle and officious
schoolmaster Lee Murgatroyd, even prepared individual satchels for the
client representatives, including pencil cases, bags of crisps and cans
’The serious point is that we went into character to truly understand
the brief. Dressing up in ridiculous clobber was a natural extension of
that,’ Fraser argues.
The hard bit done, running campaigns aimed at figures in government and
the education sector, and of course consumers will, presumably, be no
challenge at all.
The on-line community schoolmaster.net - a common resource for parents,
teachers and pupils around the world - can only benefit from
August.One’s loopy outside-the-lunchbox thinking.