'We were way out of our PR comfort zone' - Behind the Campaign with Samsung #TVBlackout by Taylor Herring
PRWeek looks behind the scenes at a successful campaign. This week we speak to Peter Mountstevens, managing partner and CCO at Taylor Herring, who discusses the recent PRWeek Award-winning #TVBlackout - the Launch of Samsung QLED TV.
See the second batch of photos from the comms industry Oscars, the PRWeek Awards, which took place at London's Grosvenor House hotel on Tuesday night (15 October).
They all excelled in their own fields, but this year's crop of PRWeek UK Award-winning campaigns deployed an impressively wide range of techniques and approaches.
A bleary-eyed Flack presents his highlights from last night's PRWeek UK Awards, including: cheeky recruitment drive, wine o'clock, Avengers spirit.
Sue Garrard - one of the world's leading experts on corporate sustainability who revolutionised how Unilever operates - has a simple message: "Are you with me?"
See the first batch of photos from the industry's Oscars, the PRWeek Awards, which took place at London's Grosvenor House hotel last night (15 October).
Weber Shandwick and Octopus Group were two of the big winners at the prestigious PRWeek UK Awards 2019, which took place on Tuesday night (15 October) during a gala ceremony at London's JW Marriott Grosvenor House.
The New Consultancy of the Year Award, sponsored by Taylor Herring, goes to Don't Cry Wolf. Placing a high priority on ethics, environmental and social responsibility, and with a highly effective, freelance expert-powered business model, the firm has got off to an impressive start in business terms.
The award for Best Use of Planning, Strategy and Evaluation, sponsored by Opinium, goes to Pegasus' innovative, compelling and highly effective 'You vs Train' track-safety campaign, for Network Rail, British Transport Police and the wider rail industry.
Best Use of Creativity, sponsored by Ginger Research, goes to 'Twinkle Twinkle Little Heart', by Golin for Tiny Tickers. It succeeded in raising awareness of the charity and its work, achieving international coverage, a huge increase in website traffic and a doubling of donations over the campaign period.
Best Use of a Celebrity or Celebrities in a Campaign goes to 'Toilet Role of a Lifetime', by The Romans for Virgin Trains. In a change from the usual celebrity-led work, this used a seasoned soap actor to engage and encourage people to enter a competition, gaining national coverage in the process.
The Public Sector gong goes to Highways England's 'M1 Week of Action'. The campaign achieved massive reach, and surpassed targets with a significant, measured improvement in road safety and a decrease in the number of driving offences detected on the motorway involving mobile phone users.
Best Integrated Campaign, sponsored by Cision, goes to '#TVBlackout - the Launch of Samsung QLED TV', by Taylor Herring for Samsung Electronics UK. This was a bold, mould-breaking, fully integrated initiative that garnered extensive media coverage, boosting both awareness and sales.
The Public Affairs gong goes to Heathrow's 'Ending the 50-Year Debate - to Land Britain's New Runway' campaign, which encompassed everything from MP briefings to bespoke op-eds and a tool to encourage people to email their MP about the airport's expansion plan.
The Financial Services prize goes to 'The Invisibles', by Weber Shandwick for Experian, a campaign that effectively raised awareness of the problems people can encounter when trying to access credit, and presented practical solutions and ways in which the credit reference agency could help.
The City and Corporate Communications award goes to The Investment Association Corporate Affairs Team's 'Shaping Britain's Boardrooms' campaign, which achieved national coverage, a change in perceptions of the organisation and, most importantly, concrete change.