2013 Winners & Shortlists

The Campaign

The challenge was simple… Create the next phase of this campaign in a way the increases the role of the consumer in the creation of Barbican communication material or content across all channels. The idea: Ask our consumer to share a lifetime experience they would they like to share with their friends. Let them select the winning lifetime experience. Then send a group of friends on that lifetime experience…while recording it to share with all other Barbican consumers. We selected the wining experience form their suggestions, selected a group of friends and made the experience happen for them. We followed them recording their journey so we could share it with our wider audience.

Success of the Campaign

Over a 5 week period we enjoyed a total of 1,085,434 views, with an average viewing time of 1 minute 39 seconds. More than 322,422 of these views were friends sharing the videos. Our Facebook fanbase increased by 40% to 136,501 We are about to launch our next phase where we ask our consumer’s to propose a lifetime experience that takes place overseas. Barbican… this is me.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Cut into 5 x 3 minute episodes, released over a 5 week period exclusively online. We then used episode trailers on TV to drive people to view the full experience online. This was supported this with YouTube pre-rolls, Facebook ads and posts, Twitter tweets, blogs, banner ads, point of sale, press poster and outdoor. During each episode the heroes would tweet additional details to their followers and answer questions as the episode went live adding to sense of real-time consumer interaction.