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Halfords “Sleeping on the Job”
Halfords, already well known for selling bikes and car accessories, wanted to promote its extensive range of camping gear and take advantage of the increasing trend to holiday at home in the UK. We created the job of a sleeping bag tester whose role was to trial Halfords sleeping bags rate them for various occasions and write a daily blog about the role. The advert was cleverly placed to be noticed and the subsequent story achieved widespread worldwide coverage. Sales of camping equipment and Halfords’ profile in the leisure market soared.
Debenhams ”Going for the natural look”
Debenhams wanted to take advantage of London Fashion Week to promote its own Designers at Debenhams range of clothing. Debenhams offers fashion to customers who want quality at reasonable prices. The idea of banning airbrushing from brochure and promotional material fitted with the wishes of their customers who want a natural and obtainable look rather than the artificial image promoted of high end fashion chains. The subsequent story was extensively coverage and Debenhams received editorial praise for their stance.
Weightwatchers “The end of calorie counting”
WeightWatchers has been famous for its Points system, based on calories, for more than 30 years. Advances in the understanding of food digestion has meant that calorie counting has become an inaccurate way to measure and maintain weight loss. WeightWatchers decided to launch ProPoints, based on the real energy it takes to digest food. The launch was announced worldwide. We assisted with the UK media to achieve extensive coverage in print, broadcast and on the Internet.
