Per the Business Mirror article:
What are the top PR campaigns of all time?
Dear PR Matters,
I am relatively new in the PR industry and find it very exciting. I also have much to learn, and would like to find inspiration in what can be considered groundbreaking PR campaigns.
What would you consider the best PR campaigns of all time?
Very truly yours,
Gladiz L
Dear Gladiz,
That is quite a tough call, as there have been many memorable PR campaigns—past and present. Likewise, there are many components of public relations—brand awareness, crisis management, lobbying and corporate social responsibility campaigns. For this column, we shall focus on top consumer PR campaigns.
As the practice of public relations is relatively new in the Philippines, there is, sadly, no official consensus on rating campaigns in the country. PRWeek, the world’s leading weekly PR and comms publication, recently brought a group of PR experts together to evaluate and rank the “Top PR Consumer Programs of All Time.”
There is much that we can learn and find inspiration from the list. At a glance, we become aware that PR is not only about publicity or media mileage, but also about being able to creatively and strategically conceptualize programs that would bring the product closer to the consumer. It also shows the importance of a deep understanding of what the public wants.
Of the 20 listed, we will highlight 10 that show why PR is so often the best way to communicate with consumers. Here’s what PRWeek says:
1 Sir Richard Branson and the Virgin Brand
Since launching its mail-order record company in 1972, Sir Richard has mounted a mission to champion the consumer, bust perceived cartels, and deliver costumer service, all topped with a healthy dollop of fun, innovation and anarchy.
When punk arrived, he was the man willing to sign up the Sex Pistols when others found the band too hot to handle. Similarly in 1984, he took on the mighty British Airways and other transatlantic air carriers to win the public cheaper airfares.
However, what is most remarkable is that any business disappointments or personal failures seem to endear him to the public further. Despite his ballooning exploits and the poor performance of some of his companies, Branson’s “at least we tried” philosophy enabled the Virgin brand to remain strong. From planes, cars and utilities to music, finance, mobile phones and bridal wear, the promise remains the same.
2 The opening of the Tate Modern
Built with grants of £50 million from the Millennium Commission and £6.2 million from the Arts Council, Tate Modern reached media outlets of which other art institutions could only dream—special supplements in The Observer, Vogue and Time Out; a four-part documentary on Channel 4, and a live launch broadcast on BBC One.
But the campaign is best known for its common touch and sense of responsibility to the local community. They took 2,000 taxi drivers to the gallery and that said two things—it’s a real gallery for real people.
3 Coca-Cola–the early years, including World War II
Although best known these days for its ad campaigns, the big break for Coke came from a PR masterstroke during World War II.
Following the bombing of Pearl Harbor in 1941, company president Robert W. Woodruff announced that the company “would see that every man in uniform gets a bottle of Coca-Cola for 5 cents for wherever he is, and whatever it costs.”
Since it was an alternative to alcoholic beverages, the US government agreed to pay most of the shipping costs for Cokes to American GIs around the world and forked out for the parts needed to build bottling plants for front-line troops. Coke became a morale booster, representing a slice of American life that US soldiers introduced to new territories in Europe and the Pacific Rim.
4 Greenpeace and its GM foods campaign
In 1999 Greenpeace began campaigning against genetically modified (GM) foods on various fronts, including direct dialogue with supermarkets, manufacturers and consumers.
It began conducting GM supermarket tours, in which volunteers took shoppers around, highlighting the GM ingredients on sale. Likewise, it created a traffic-light referral system on its web site, where red indicated supermarkets selling and using GM foods, amber those using and selling foods but trying to get out of it, and green retailers who were GM-free.
It was, however, the very public trial of 28 protesters arrested for destroying GM crops on a test site in Norfolk that was the turning point of the debate. Supermarkets reacted by competing to be the first officially to get out of GM food.
5 Calvin Klein
Calvin Klein was first to use celebrities in ads and then drive editorial campaigns that made us question whether a fragrance can be for a man or a woman.
The marketing breakthrough came in the late 1970s when CK introduced designed jeans at affordable prices, with Brooke Shields declaring that nothing stood between her and her Calvins. Women were hooked.
The brand transformed men’s underwear from practical to sexy, with campaigns featuring the likes of Marky Mark in a pair of CK boxers. Since then, the brand has gone on to drive the dialogue in the male-grooming debate and led the fashion industry in the realm of home style.
6 Canceling Third World debt –Bono meets the Pope
Blessed John Paul II was among the first to link the year 2000 to the eradication of developing world debut. Similarly, U2 singer Bono has taken a high-profile stance on the issue since Jubilee 2000—a coalition of 90 UK organizations—was launched in the Brit Awards in 1999.
Despite many claims that the campaign was simply too ambitious, Jubilee 2000 won the hearts of the public and achieved real change. In December 2000 Chancellor Gordon Brown announced that all debt payments to the UK from 41 countries would be stopped or held in trust.
Highlighting the significance of the £1-billion government write-off was the image of Pope John Paul II meeting Bono and his Jubilee 2000 colleagues in Rome. Realizing the value of publicity, Bono gave the pontiff his rock-star shades and the Pope tried them on. The image rocketed around the globe, accompanied with a plea from Pope John Paul II, that the world’s most powerful nations drop developing world debt.
7 Rubik’s Cube
Invented by Erno Rubik in 1974, the Magic Cube, as it was originally called, did not take off in the West until British toy expert Tom Kremer and the Ideal Toy Corp. got their hands on it in 1979. After placing an order for 1 million cubes, they took Rubik and his creation to international toy fairs.
From there, demand outstripped supply. With mathematicians writing newspaper articles and scientific papers to the cube, by 1981 consumers couldn’t get enough. Fan clubs were set up, enthusiasts developed Rubik’s wrist, and more than 60 books were published offering help and solutions.
8 Wonderbra
Wonderbra came about when PR came of age in the 1990s, positioning Wonderbra as a lifestyle accessory rather than just another bra. It was more than an ad campaign supported by PR—the two worked perfectly together.
Czech model Eva Herzigova, and later supermodels Caprice and Adrianna Sklenarikova created headlines in the news, features, business and celebrity pages. In the first 12 weeks, the product was the subject of 95 newspaper features and 167 minutes of dedicated airtime on TV, transforming Wonderbra into a sexy and humorous brand.
9 PlayStation 2 launch
The sustainable presence PR gave the brand earned PlayStation 2 an entry in the Guinness Book of World Records as the fastest-selling games console ever. All 170,000 units sold out ahead of the official PS2 launch, well before the unveiling of its ad campaign.
A multilayered approach, whereby Sony sponsored unusual and creative events, including football competitions and the B-boys break-dancing championship, ensured Play Station maintained its all-important cool.
In two months, PS2 proved that, contrary to popular wisdom, youth PR can be both big and bold.
10 Trivial Pursuit
The brainchild of two Canadians—photo editor Chris Haney and sportswriter Scott Abbott—the board game with cheeses was transformed into a global craze by US PR consultant Linda Pezzano.
Using word of mouth, she sent 1,800 top games buyers a series of marketing teasers. She also gave the game away free, including handouts to movie stars who featured in the trivia questions. Game-playing events were also staged in parks, bars and restaurants.
The end result was sales of more than 30 million in 18 languages and 32 countries, including Young Players, Baby Boomer and Star Wars editions.
We hope these have inspired you with these PR programs, and wish you the best in your chosen field.
It is near the end of the end....
