Case Studies - Unimeta

Client: Unimeta

Campaign: Silver Bullet campaign

Brief:

To execute a PR stunt on the streets of ten major UK cities to generate positive PR stories and boost the sale of Unimeta's special PLX sun lounger.

Target Audience: Everyone!

Campaign Description:

Regional newspapers from each city were invited to a photo shoot of models sunbathing in the high street of their city centre. A competition was also run in each newspaper, allowing for chairs to be won by readers, either by writing in to a competition, or by finding one of the 100 'silver bullets' which had been hidden in ten city centres.

The newspapers were later fed a press release and photos from the photo shoot and informed that on the morning of the activity anyone finding a silver bullet could claim a free PLX chair. Link Communication organised a team of promotion models to sunbathe on Unimeta PLX chairs in the middle of the city centre on a Saturday afternoon.

This was supported by a team of branded leaflet distribution staff who informed the public of the nature of the event, distributed print material and urged the public to hunt for the 'silver bullet'.

Results:

• Over 950 free PLX chairs were given away as a result of the 'silver bullet' event.
• Over £250,000-worth of press coverage was generated across the main newspapers and media across the ten cities.
• The client reported record sales figures of the PLX chair and was extremely happy with the campaign and the amount of press coverage generated (so much so that he even entered the activity for a marketing award!).