B2B CAMPAIGN: The war against bogus brand makers steps up

In 2006, Bell Pottinger Business & Brand devised a research-led campaign to raise awareness of West End law firm Davenport Lyons, particularly in the intellectual property arena.

The fact that fake goods helped fund criminal activity won over consumers
The fact that fake goods helped fund criminal activity won over consumers

Campaign: Counterfeiting Luxury: Exposing the Myths 2007
Client: Davenport Lyons
PR Team: Bell Pottinger Business & Brand
Timescale: July 2007
Budget: £20,000

The report, by Chime sister company Ledbury Research, was called Counterfeiting Luxury: Exposing the Myths. It focused on the consumer perceptions of buying and owning fake luxury goods, and the impact they have on perceptions of genuine luxury brands.

A second report - Counterfeiting Luxury: Exposing the Myths 2007 - was published in July 2007.

Objectives
To increase awareness of Davenport Lyons' 'rights creation and protection' practice. To position Davenport Lyons as the law firm of choice for brand protection work, be it in the luxury arena or otherwise.

Strategy and plan
Bell Pottinger Business & Brand identified and linked two key findings. First, owning a counterfeit luxury item is thought to be socially acceptable by two-thirds of consumers in the UK, and second, almost 80 per cent of consumers would be deterred if they knew that sales help to fund criminal activity.

Publication of the survey was agreed for 23 July, with the press exclusive offered to the FT and discussions held - under embargo - with broadcasters. This included Reuters pre-recording a piece with a Davenport Lyons spokesman to ensure global coverage.

Measurement and evaluation
Coverage included BBC Radio 4's Today and BBC Radio Five Live. There were 37 pieces of regional radio coverage, and breakfast TV interviews and features. The FT, Daily Mail, Guardian Unlimited, BBC Online and Sky News Online also wrote positive features.

Global coverage via Reuters and ITN generated articles around the world, including the New York Times and Gulf News. The story also led to a Davenport Lyons representative being invited to speak at a fashion conference, which itself generated significant coverage.

Results
Davenport Lyons head of marketing Dawn McEwen says: 'There is no doubt that the campaign raised our profile as thought leaders in the war against counterfeiting. A result has been significant client wins, which was one of our main objectives.'

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