Following the success of last year’s “No More Hairy Moments” campaign with Wilkinson Sword, Activation is thrilled to announce their latest collaboration. This time, Wilkinson Sword has partnered with Morrisons to launch an exclusive free razor offer for Morrisons More Cardholders. Cardholders can choose between the Hydro 5 from Wilkinson Sword’s men’s line or the Intuition Moisture from the women’s line. 

“A ‘Free’ offer hadn’t been activated through the Morrisons More Card before so we were excited to be involved in this retailer exclusive, working closely with both teams for maximum creative output in bringing the retailer and brand together.” 

Dan Hirons, Co-Founder of Activation

The key objective was to continue to encourage consumer trials of their male and female products in a market category that is primarily driven by routine purchase decisions and brand loyalty. This meant they needed to stand out and attract attention so shoppers would choose Wilkinson Sword over competitors. 

Since the offer could not be communicated directly on the packaging, Activation leveraged retailer media and point-of-sale (POS) materials to deliver the message. The creative team developed engaging radio scripts, fully branded shipper designs, and co-branded floor stickers, barkers, and hanging flags to ensure maximum visibility in stores. 

This collaboration between Wilkinson Sword and Morrisons demonstrates the power of strategic brand partnerships. Both brands benefit from the crossover of their audiences; Morrisons More Cardholders gain access to high-quality grooming products, while Wilkinson Sword reaches a broad and diverse customer base through Morrisons’ extensive retail network. 

The success of this campaign highlights the potential for extraordinary brand partnerships. By leveraging each other’s strengths, Wilkinson Sword and Morrisons have created a compelling offer that enhances customer loyalty and broadens market reach. This is just the beginning of what is expected to be many more exciting collaborations in the future. Shoutout to IPM Members Activation for their exceptional work in bringing this campaign to life. 

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SPARK has recently completed another great sales promotion campaign, working with Mozillion, mobile’s first marketplace!

Mozillion is the trusted online marketplace for new and certified refurbished phones, allowing customers to buy and sell with confidence. To reward those making a qualifying purchase, Mozillion teamed up with SPARK to offer customers a pair of free ODEON cinema tickets.

Customers receive a claim code which is redeemable on a website built and managed by SPARK. The customer is guided through the process to obtain their free ODEON voucher which can be used to book online or at the box office.

The promotion runs across ODEON cinemas nationwide, encompassing both Luxe and Non-Luxe venues, giving customers plenty of choice for where to use their vouchers.

The post SPARK Creates Sales Promotion Campaign For Mobile Marketplace Mozillion appeared first on IPM Bitesize.

Mission Group’s promotions and partnerships agency, Mongoose Promotions, today announced that they will rebrand to become SPARK Marketing Services Limited (SPARK).

Explaining the change SPARK CEO David Pearson said “ Since the business began in 2016 we’ve worked with brands and agencies large and small to create fantastic work from promotions to partnerships and from B2B representation to benefits, rewards and beyond. “

“ Given the breadth of the services we offer, Mongoose “Promotions” just doesn’t do our capabilities justice and so it was time for a change.  We have a broad offering for our clients and a new name gives us a chance to better reflect that.”

“ We’ve always prided ourselves on finding the right solution to influence the behaviour of both consumers and employees alike and we’re excited to announce a new strategic partnership with our friends at Innovationbubble.”

“ As a team of commercial psychologists, Innovationbubble are uniquely positioned to help us to understand the 80% of the decision-making process which is unconscious ensuring that we can create campaigns that will really impact behaviour.

Founded in 2016 Mongoose Promotions have worked on high profile promotions across Europe for the likes of Mars, Lidl, Britvic and AirWick.  They also hold the B2B representation contracts for multiple cinema chains and operate the market leading cinema benefit platform The Cinema Society which is unaffected by the rebrand.

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Ten Feet Tall, the ‘impact marketing’ agency, has been chosen by Wall’s Pastry, the UK’s leading sausage roll brand, to create, design and deliver an 8 week on-pack promotion in partnership with SportsAid, the charity which supports the next generation of up and coming GB sports athletes.

Launching on June 14th and running through the summer until August 8th, the promotion will enable participating customers to go online not only to trigger an instant 50p donation from Wall’s Pastry to SportsAid to help fund 25 potential GB sports stars but also to enter a prize draw to win 1 of 8 ‘money-can’t-buy’ experiences for two people in the form of an exclusive VIP GB Sports tour of the Queen Elizabeth Olympic Park.

Hosted by diving silver medallist Leon Taylor, this will be an action-packed day of a lifetime, with behind-the-scenes access to the entire site, taking part in a diving experience at the Aquatic Centre, touring the Olympic Velodrome with VIP access to the Six Day London cycling event, enjoying lunch at the top of the iconic ArcelorMittal Orbit – plus meet and greets with the Olympian and Paralympian stars of GB Sport.

Mike Holton, Brand Marketing Manager at Wall’s Pastry, said: “We are delighted to be working with Ten Feet Tall on our latest on-pack promotion. GB sports athletes have been incredibly resilient over the past 15 months and they’re finally starting to be able to train and compete, so this partnership with SportsAid will allow us to support our young athletes between the ages of 12 to 18 with much-needed and well-deserved funding to cover training and competition costs at the start of their careers.”

Ten Feet Tall MD Ed Hughes adds, “SportsAid is the UK’s leading charity for young athletes and has done some fantastic work over the years to help them achieve their ambitions. So as the world starts to return to some form of normality and we all look forward to a fantastic summer of sport, this was the perfect fit for an on-pack promotion with the brand that every sports lover associates with deliciously tasty fridge essentials that fuel those all-important half-time moments!”

SportsAid CEO Tim Lawler comments, “We’re really excited to be involved in the on-pack promotion with Wall’s Pastry. What a great way to kick off a return to sport and competition after the restrictions of the pandemic. SportsAid is part of the fabric of British sport – recognising and helping an emerging generation of talented young sports people to develop their potential and reach for their personal best. Through this promotion, Wall’s Pastry are creating the opportunity for anyone to play their part in helping the next generation and perhaps win some amazing experiences in the process. Watch out for the promotional packs and get involved!”

The on-pack promotion will be available in leading grocery and convenience stores across the UK, throughout the summer, and the prizes are redeemable by visiting here.

For more information about Wall’s Pastry or the on-pack promotion, please see here.

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Pressure group FreedomToDonate, publishing giant UNILAD and creative agency ELVIS today welcomed the UK Government’s announcement accepting their calls for an individualised risk-based blood donation policy – the most forward-thinking policy for gay and bisexual men in the world.

FreedomToDonate has been campaigning for a fair and equal blood donation system for men who sleep with men (MSM) for almost six years, and it worked with UNILAD, part of LADbible Group, to launch the consumer-facing #Bloodwithoutbias campaign in partnership with ELVIS in November last year.

As part of the campaign, UNILAD, FreedomToDonate and ELVIS launched “The Illegal Blood Bank” – the world’s first blood donation clinic for gay and bisexual men, with the aim of demonstrating that by bringing in an individualised risk-based policy, you can increase safe blood donations.

The blood bank gave MSM men the opportunity to donate their blood for the first time in their lives. In the one day the bank was open, FreedomToDonate and UNILAD collected enough blood to save 78 lives. 100% of the blood donated, which was tested to the same standards as blood donated via the NHS, was deemed perfectly safe to use.

On the first day of work for the UK’s new government, UNILAD and FreedomToDonate called for change by exhibiting the real human blood they had collected in adshels outside parliament and across London.

On launch day, conversation about blood donation on social increased by 140% (Meltwater). The campaign delivered 10.8 million impressions across UNILAD platforms, and 62% of those who saw the #Bloodwithoutbias campaign content were ‘extremely in favour’ of changing the policy, vs a benchmark of 46% (control group).

Until now, gay and bisexual men have not been allowed to donate unless they’ve abstained from sex for three months. All gay and bi men were, prior to today’s announcement, treated as too risky to donate, missing out on the potential of thousands of safe donors. This will now change as all donors, regardless of sex or sexuality, will soon be able to donate unless they have had anal sex with a new person or more than one person in the previous three months.

The #Bloodwithoutbias campaign has picked up 27 creative awards since its launch last year.

Ethan Spibey, Founder, FreedomToDonate, said: “Working with UNILAD and ELVIS on this campaign, we have been able to help show the public that individual assessments could work, that millions of lives could be saved, and we could change perceptions of gay and bisexual men who want to safely donate blood. We’re proud to be able to say that this campaign helped to contribute towards the change in legislation.”

Maya Orr, Head of Marketing & Comms, LADbible Group, added: “We’re so proud of the part played by UNILAD and its audience in this drive for equality. Our audience not only engaged with and shared content resulting in nearly a million video views but over 61 thousand people signed our petition and pledged over 5000 pints of blood to help keep piling on the pressure to rectify this bias towards gay and bisexual men. Furthermore, the campaign caught the attention and drove support within the media industry itself, winning 27 awards across the year, ensuring that this outdated policy was not forgotten. This is a huge moment for the UK in ensuring more people than ever can be treated fairly when looking to donate blood, and ultimately meaning more lives can be saved.”

Tanya Brookfield, CEO, ELVIS, concluded: “It’s been an honour to support the tireless work of FreedomToDonate. This giant step forward is quite frankly the best award we could win and something we will all be eternally proud of.”

The post Government announces individualised risk-based blood donation policy for gay and bisexual men a year on from UNILAD and FreedomToDonate’s campaign appeared first on IPM Bitesize.

As YouGov publishes its recent investigation into the viewing habits of the UK’s cinema goers, our Brand Partnerships Vice Chair David Pearson of Mongoose Promotions adds his considered experience to the debate.

He explains “Only 22% see commercials as a positive addition when they go to the cinema?  Well of course!  Not seeing the ads as a “positive addition” doesn’t make them any less effective.  A cinemagoer has made an active commitment to attend the screening with friends or family and pay attention to the main event – the film.  The “build-up” to the film grows from ad, to trailers to movie with each stage of the on-screen experience being more anticipated than the last.  The cinema, like no other environment, demands the viewers sole attention (turn your mobile off!)

The “power” of cinema may be dimmed at the moment, but the initial release period of a film in cinemas is still the key moment in its life-cycle.  In time the world will overcome COVID-19 and the shared experience of a trip to the cinema to watch the latest release will again become the most anticipated of social experiences.

Brands, whether on-screen advertisers, promotional partners with relevance, or issuers of cinema tickets as promotional rewards, will continue to see the benefits of associating with one of our most anticipated, popular and flexible night’s out.”

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The IPM is proud to be announcing its support and backing to the newly launched ‘Nights On Us’ campaign, a brilliant example of collaboration in the time of Coronavirus. The campaign pledges to reward ICU Nurses with complimentary overnight stays at some of the nations most loved hotels.

The concept of campaigns that have purpose has long been on the tip of our tongues across the industry and it could be argued that the recent pandemic has forced our hand into making this a reality. From logistic companies switching their processes to manage the delivery of PPE equipment to breweries manufacturing hand sanitiser, stories of collaboration and purpose are becoming more commonplace.

The IPM is an official partner of ‘Nights On Us’ and through the Brand Partnerships Community we are delivering the concept to all our members. Should you feel there is an area in which you would like to support this worthwhile initiative please do contact the IPM.

Black Tomato’s Jake Pickering and Greg Früchtenicht share their story:

“I’ve always believed in the power of partnerships and the success that a collaborative approach to marketing can bring. However, since lock-down, my concept of what’s possible when brands collaborate has changed dramatically. After Co-Founding a new non-profit called Nights On Us, I’ve seen some of the best minds from a raft of industries pool together to help launch an initiative that has collaboration and good-will at its core.

Nights On Us is a non-profit initiative designed to reward ICU Nurses with complimentary overnight stays at some of the nations most loved hotels. As I write this, we have over 6,200 nights donated from over 55 of the UK’s most iconic, charming and generous properties including The Fish, The Beaumont and Shangri-La at The Shard. As Nights On Us gears up to begin welcoming nurses to our properties, it’s becoming increasingly evident that none of this would have been possible without the partnerships we have formed and the generosity of the businesses that we’ve collaborated with.

Since starting Nights On Us in April, we’ve partnered with leading names across various sectors who’ve helped us enrich our own value proposition by allowing us to utilise their expertise. We’ve received ongoing web and tech support from the digital specialists Journey, pro-bono print and digital advertising in collaboration with Newsworks, and had ongoing support with editorial and PR from a host of brands including The Walpole, The Telegraph, Country & Town House and Original Media.

Though there’s no shortage of negative business stories during these times, at Nights On Us, we’ve been fortunate to experience the positivity and good-will that unprecedented times like these can bring.”

Nights On Us are always open for collaborative opportunities, whether you’re a hotel that wants to pledge rooms to the cause, or a potential media/brand partner looking to help with the marketing effort. Please email info@nightsonus.org or get in touch via the Nights On Us website for more details

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As lock down begins to ease, so are agencies and brands beginning to become more comfortable with the idea that a sense of business normality is returning, but it is not without its pitfalls. The way we work as well as the manner in which we work has undergone a tremendous overhaul and brands are more acutely aware than ever that now, more so perhaps than ever before, mistakes could be dramatic.

The brand that is seen to be ‘cashing in’ or not appearing to be sensitive to the current climate will suffer. The phrase ‘read the room’ has never been more accurate.

Which puts this webinar delivered exclusively for the IPM by creative strategists Studio Black Tomato up there with the most important webinars you’ll hear all year. Entitled “How to Sell With Sensitivity” it covers the topic of brands that are worried to be seen as crass, insensitive and misjudging consumer sentiment and equips IPM Members with the tools to continue to sell creatively with this in mind.

Key messages

• Now is the time to move on from apologetic COVID marketing.
• Examples of historic times when similar things have happened and how brands have reacted.
• The need to start being creative again.
• How you balance that with sensitivity.
• How to be more human / emotional with your promotions.
• How brands can find the message that is right for them.

Wednesday 15/07/20 14.30 30 mins + Q&A.

Places will be limited so please contact: membership@theipm.org.uk to book your slot.

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The Good Business Festival has announced the first details of its Act 1, taking place on 8^th October with partners, content and ambassadors unveiled for the first time.

Introduced and championed via the IPM’s Brand Partnerships Community and Jack Horlock of Crown Talent Group, this event symbolises a new dawn of business focussed festivals.

The Good Business Festival is part of a global movement that believes in the power of business to affect positive change. The Covid-19 pandemic has placed a sharp focus on the role and responsibility of business in broader society, in the face of great societal and economic upheaval, and in response, The Good Business Festival is determined to show leadership and continuity during this global challenge.

In light of recent events, the festival will take place in two parts:

October will form Act 1 of the festival, focused on Covid-19 response and recovery, uniting giants in the fields of finance, tech, sport, and retail in their support of the festival. The initial list of partners announced today include: British Council, British Fashion Council, Coca-Cola, DCMS, Eden Project, Greenpeace, IBM, Iceland, International Fashion Academy Paris, IPSOS MORI, LFC, Mastercard, NESTA, Royal College of Physicians, Centre for Cities, B Lab UK, and ARUP.

The Good Business festival will use Act 1 to enable, support and galvanise its network and its audience to develop real, change-making initiatives and pledges in the aftermath of the crisis, and then leverage Act 2 in 2021 to bring everyone together to openly discuss those commitments. Acknowledging the need for real and tangible change out of the pandemic, The Liverpool City Region will be the backdrop for this “build back better” initiative, while simultaneously providing a blueprint for cities around the world to emulate.

This is an international festival curated by Culture Liverpool and Hemingway Design, on behalf of the Liverpool City Region and Metro Mayor Steve Rotheram. An event that captures the global zeitgeist as more and more people get switched on to the idea of conscious capitalism and purposeful business. With a clear aim to be honest and disruptive, to tackle difficult subject matter head on, and to provide a platform for people to talk openly about issues, frustrations and opportunities within good business, there is significant ambition to drive tangible change for the future.

While October will be a hybrid of live, digital and broadcast content, the objective for March, one year on from lockdown, will be to present the festival in its original vision: a mix of hard-hitting talks, workshops, knowledge sessions, fringe events and social experiences, hosting content you wouldn’t expect in places you haven’t been; by fully leveraging all that the Liverpool City Region has to offer, the festival will take place across workplaces and warehouses, temporary pop-ups to heritage sites – an imaginative mix of arts, culture and business.

Steve Rotheram, Metro Mayor of the Liverpool City Region said: “The Coronavirus crisis has given us the opportunity to think about the kind of world we want to live in and there can be no return to business as usual. In the Liverpool City Region we’re looking to build the UK’s fairest, greenest and most inclusive local economy, with a particular focus on inclusive growth and community wealth building. That means ensuring that local communities really feel the benefit from investment, with good-quality jobs and fair wages. We’ll need to do things differently, and the Good Business Festival is a fantastic way to showcase our region as a radical leader for ethical, values-driven businesses. I look forward to sharing ideas both on-line and then together in person about how we can be an exemplar to build back better with business as we start to recover.”

Liverpool Football Club CEO Peter Moore said: “We are living through a period of unprecedented times during this global pandemic and the way businesses adapt to new environments is critical to their future success. At Liverpool Football Club our priority has, and always will be, the health and wellbeing of our people, the local community and supporters. We have a local heart with a global pulse and our values remain strong throughout and beyond the pandemic. The ambitions of the Good Business Festival align with ours, and we are excited to be a part of something which is focused on generating more for business by doing the right thing.”

Ann Cairns, the Executive Vice Chair of Mastercard, commented: “At Mastercard we believe in doing well, by doing good, for the people, markets and society we work with. The power of partnerships across the public and private sector is essential to affect positive and impactful change which is why we are delighted to work with The Good Business Festival. We look forward to working together to build a visionary and purposeful future.”

Sir Tim Smit KBE, Executive Vice Chair of The Eden Project, said: “The Good Business Festival looks like it is about genuine provocation, not in the sense of socialist vs capitalist, but insightful in horizon scanning what adaptations we need to make to protect the planet and the people on it.”

The IPM will be supporting and amplifying this event to the benefit of our members and looks forward to working with the plethora of talent already signed up.

The post IPM CHAMPIONED ‘THE GOOD BUSINESS FESTIVAL’ ANNOUNCES PROGRAMME LINE-UP FOR ACT 1 IN OCTOBER appeared first on IPM Bitesize.

To celebrate the launch of Lärabar in the UK Sainsbury’s stores nationwide, Lärabar has partnered with Amazon to create a pop-up yoga studio for visitors to try the three flavours of Lärabar that are launching in the UK.

Delivered by Tribe Agency, the pop-up takes place in Westfield Stratford City space, where members of the public can learn about Lara’s story and have their hair braided in preparation for the yoga workout.

The activation will be decorated with a Mandala feature wall, diffusers, cushions and pouffes, Larabar yoga mats and the opportunity to get their hair braided. Guests will also receive Larabar samples in banana chocolate chip, apple cinnamon and peanut butter chocolate chip flavours as well as a feature wall to take photos.

Visitors can take pictures at the event and tag @LarabarUK and @Treasuretruckuk for a chance to win a branded bottle and a month’s supply of Larabars.

Lärabar was founded by female entrepreneur Lara Merriken, who was ‘on a mission to help people eat well, get active and be present’. Since then, the brand has become the fastest-growing Wellness brand in the Nutrition category and continues its growth with packs hitting Sainsbury’s shelves next week.

Olivia Rose, Client Services Director at Tribe Agency, says: “We are thrilled to be delivering this event with Amazon Treasure Truck, introducing UK consumers to the hit US brand, LÄRABAR™ through a mindful moment that will feed their minds, bodies and souls”.

The pop-up opens to the public on 29th February -1st March, from 10:00-18:00.

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