GYMBOX – BrexFit
Ten-site chain GYMBOX launched a new fitness class in September, aimed at 'maximising frustration release', following research among its customers that revealed Brexit as their number one bugbear.
The class, at GYMBOX Victoria, has been devised by the outlet’s team of personal trainers in partnership with CALM People Anger Management guru, Julian Hall. High-intensity exercises included 'politically supercharged workout stations' such as the ‘Politician Punchbag’ (punchbag featuring an image of Boris Johnson), ‘The Corbyn Ju-Jitsu Throw’ (Weight Throw), ‘The Jacob-Rees Logg Lift’ (Log lift), ‘The Theresa May Sack Race’, and even a ‘Cameron Quitters Corner’ for 'anyone who finds the class too tough'.
Its research also revealed the country's 'most punchable politician', with Boris Johnson (40%), Jeremy Corbyn (24%) and Nigel Farage (19%) making up the podium places. The campaign, by agency The Tenth Man, unsurprisingly achieved a raft of media coverage.
BreezoMeter – Toxic Toby
Air quality data firm BreezoMeter teamed up with McCann London to raise awareness around London’s 'silent killer' – toxic air – which causes nearly 40 times as many deaths as car accidents.
The campaign features Toxic Toby – an animatronic teddy bear that is connected to BreezoMeter’s real-time, location-based air quality data, triggering the bear to cough when pollution reaches dangerously high levels. Each time he coughs, a tweet is sent to local MPs warning that pollution levels have reached precarious limits.
Have you seen @ToxicToby9400? BreezoMeter teamed up with @mccannlondon to raise awareness around #London’s #SilentKiller – it’s #toxicair – by placing a roadside memorial in the capital’s #pollution blackspots. https://t.co/4JnLfSX7NQ#ToxicToby #CleanAirBear #Health #CleanAir pic.twitter.com/52bWXYyXIg— BreezoMeter (@BreezoMeter) September 27, 2018
'Toxic Toby' is situated next to flowers to make it look like a memorial and can be found on highly polluted streets such as Marylebone Road and Brixton Road.
Vanarama and Prostate Cancer UK – MANarama
Early in September the Vanarama National League is becoming the MANarama National League, the first time an English Football division has changed its name as part of a PR campaign.
The campaign, by Alpaca Communications, saw the the league's title sponsor give up its naming rights for a charitable cause mid-season, to celebrate the fact that Prostate Cancer UK is the first official charity partner of the National League. As part of the re-branding, all televised National League games will feature MANarama corner and substitute boards, as well as all commentators and presenters referencing the re-naming on the likes of Gillette Soccer Saturday and BBC Final Score.
It received widespread coverage, including in the Sun, Mail, Mirror and on BBC and TalkSport, and #MANarama trended on UK Twitter during launch week.
Blockbuster revived for Deadpool 2
The makers of action comedy film Deadpool tapped into nostalgia with this inventive campaign.
A new branch of defunct video store Blockbuster opened for two days in London’s Shoreditch to publicise the release of Deadpool 2 on digital download, Blu-ray and DVD. Every shelf was stacked with copies of the film – in a limited-edition VHS case containing a digital download code. Free copies were given to anyone with their original Blockbuster Video membership card.
In total 1,989 copies of Deadpool 2 were up for grabs - in reference to the year the rental chain opened in the UK. To support the stunt, from PR agency Premier, research was released that found 61 per cent of British people want Blockbuster to return.
De’Longhi’s coffee cycle-thru
It may be another two-day pop-up in Shoreditch, but this campaign for De’Longhi’s coffee machines showed enough originality and creative thinking to pique PRWeek’s interest.
Working with Golin, the brand launched what it billed as the world’s first coffee cycle-thru, the "Espresso Way", serving "barista-quality" products at the touch of a button in seconds as customers ride past.
The stunt was to promote the speed at which De’Longhi’s new PrimaDonna Elite machine makes coffee, and was supported by new research showing one in five Brits typically spend four working days every year waiting for their brew. Cycling legend Sir Chris Hoy was brought in to promote the campaign.