What we did
In the run up to Christmas this year Elves Behavin’ Badly tasked us with taking the reins of a multi-faceted PR campaign that would capture the essence of this peculiar year and bring a smile to the face of all who endured 2020…
With this campaign going live in the midst of a national lockdown, we ensured that all of our practises fell under the government safety guidelines so that the live activities could be executed with little to no added health risk.
One of our main focuses for this campaign was social content – with restrictions and regulations on live activity caused by coronavirus, we put together vast amounts of content for the EBB social channels. To kick off the campaign, we filmed short-format teaser videos with Love Island star Chris Taylor. He performed a range of pranks on unsuspecting visitors of shopping centres in London, all of which were caught on camera!
Our video content, as a collective, received a grand total of 1,596,767 owned views and millions more across partnered influencer channels!
On top of this video content, we designed a number of Christmas themed, meme style images that would be posted on a daily basis to Instagram, Facebook and Twitter. All with hilarious messages. To really drive this campaign forward and gain the attention of press & media, we came up with the following stunt idea that did just that…
Our concept aimed to twist the classic idea of a beautiful Christmas tree installation into a prank that Elfie and Elvie would be proud of! We even came up with the hashtag #MerryPranksmas as the strapline for our oh-so cheeky campaign.
For us to execute this ‘sabotaged’ tree prank, we built a mechanical structure, that resembled the shape of a huge 10m Christmas tree. It was made with a hinge function which allowed the tree to safely topple over at the top, as if it had snapped in half! The tree was fully branded with Elves Behavin’ Badly logos and products as well as being decorated head to toe in lights, baubles and even giant Christmas presents…
In order to bring this idea to life, we booked a number of spaces in London for the stunt. Most noticeably London King’s Cross station and Observation Point on South Bank. Sketch were responsible for completing and submitting all safety documentation and method statements ahead of the activations. On top of the production, we also handled the logistics and transportation of the giant prop.
Sketch were also tasked with bringing in celebrity talent for the campaign, who would also take on the lead roles in the video content created from this activity. A film that we concepted, storyboarded and produced (including a variety of edits for our client to choose from, which were turned over on the day of the stunt).
Once we’d decided on recruiting Pete Wicks and Vicky Pattison, Sketch liaised directly with the talent agencies in order to get them booked in for the activity.
The final element of the campaign was the online competition on EBB’s social media pages that enabled a number of their followers to be in with a chance of winning a box of the most hilarious prizes. Sketch Events handled the logistics of packaging and shipping all the prizes, as well as the organising the actual competition metrics.
The competition received 2,993 individual entries!
Here are the statistics and figures from the campaign’s social media report…
584% Increase in Total Video Views from 2019
187% Increase in Total Social Reach from 2019
49% Increase in Total Social Engagements from 2019
15.4% Increase in Total Social Followers from 2019
Overall Social Impressions: 11,905,316
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