Campaign: Coolbrands 2007
PR team: Idea Generation
Timescale: August - September 2007
To gain coverage for the Coolbrands list in consumer and trade media. To drive traffic to the Superbrands website and boost uptake of its seminars, conferences and training products.
STRATEGY AND PLAN
The top 500 coolest brands were revealed on 13 September, so Idea Generation ensured there were interesting stories for the media to focus on, by choosing five potential angles.
These included the Aston Martin, as used by James Bond, being named the coolest brand, and a high number of so-called 'geek' brands such as Google and Nintendo also making the list.
For the trade and consumer press, interesting hooks were the marketing and advertising spend, and that the top 20 list was evenly divided between practical brands such as Amazon, and aspirational names such as Ferrari.
News and features editors were contacted from August onwards to ensure the embargoed story made it on to forward features lists.
In addition, the results of the public vote, which involved a You Gov survey of 2,000 people, were split into areas so as to be promoted to regional media.
MEASUREMENT AND EVALUATION
The story was featured in 20 national newspapers and five regional newspapers, such as the Oxford Mail.
In addition there were 10 broadcast features, including coverage on Radio Five Live, Sky News and CNN. Four trade press pieces and 65 online mentions also appeared. Idea Generation evaluation estimates this created 45 million opportunities to see.
During the week of 13 September there was an 800 per cent increase in hits on www.superbrands.org, compared with the average for the rest of the quarter. Gordon Macmillan, editor at Brand Republic, which covered the story, said: 'Coolbrands taps into the zeitgeist and brings together in one place a collection of brands that are often both iconic and cool.'