Analysis

Mischief Attention Agenda: What we’ve been up to

Greg Jones

It’s hard to believe we’re already three months into 2022 and it goes without saying that recent world events have certainly kept things in perspective.

It’s also no surprise that a number of the campaigns we’re delivering at the moment have purpose at their heart, albeit with a Mischief twist to them. So whether it’s helping school kids enjoy field trips again with Avanti, raising money for Comic Relief for LEGO or changing the language around women’s hair for OGX there’s plenty of ‘great work doing some good’ to enjoy in this round up.

It’s also been a great start to awards season at Mischief HQ – with several campaigns and the agency itself receiving plenty of nominations. Something to celebrate for sure.

LEGO

We helped LEGO drive donations in a Red Nose Day partnership

As part of its 90th birthday celebrations, LEGO had partnered with Comic Relief to support its Red Nose Day fundraising appeal and we were tasked with earning mass attention for the partnership and driving donations.

We knew the key to a good Comic Relief fundraiser has always been getting the right balance of comedy, agony and endurance. We needed to make people laugh, smile, or wince in recognition. And when it came to developing a distinctly LEGO approach there was one insight that reigned supreme, that ALL parents could relate to: the mind boggling horror of stepping, barefoot on a mislaid brick.  Enter the LEGO Brick Walk.

The LEGO Brick Walk saw mum of two and former ‘Queen of the Jungle’ Jacqueline Jossa take on her toughest challenge yet: walking barefoot over 30,000 LEGO bricks, in front of amused commuters to raise money for Comic Relief.

The simple, yet highly effective stunt captured national media attention in an extremely challenging news environment –  from showbiz pages on the Sun and Mirror, to a standalone dedicated piece on Metro, and even landing half a page in the Telegraph.

See this mischief in Evening Standard The Mirror

THREE

We enlisted the help of five Chelsea legends to launch the first Premier League 5G stadium for Three

To launch Three’s transformation of Stamford Bridge as the first Premier League 5G stadium, we enlisted the help of five Chelsea legends: Geremi, Gianfranco Zola, Eidur Gudjohnsen, Rob Green and William Gallas – our ‘5Gs’.

We captured iconic photography of the 5Gs to use for press and to launch the news on Three’s social channels, with select gold tier media given exclusive 1-2-1 interviews with our legends to secure more launch coverage in national and sports media.

To ensure Three’s technical and network capabilities were also front and centre, we hosted a media tour at Stamford Bridge where a targeted group of tech journalists spoke to representatives of Three and Chelsea about how 5G would transform the fan experience and future of the club.

The launch was rapturously received by press, resulting in 195 pieces of coverage, including 19 nationals, both front and back of page. 96% of coverage included key messaging about Three’s 5G and 87% included Three in the headline, whilst 6K+ engagements were reached across Three social channels on posts pre and post launch.

See this mischief in The Independent | Mail Online

AVANTI WEST COAST

We got school trips back on track with Avanti West Coast

All aboard! School trips are now officially back on track thanks to our latest campaign with Avanti West Coast – Feel Good Field Trips. The campaign aims to connect young people to new experiences and opportunities through travel across Great Britain and will offer up to 5,000 pupils aged 4-18 the chance to explore fun and culturally diverse days out.

The launch was fronted by our very own ‘Culture Conductor’- renowned spoken word performer, poet and award-winning rapper, George the Poet, who treated pupils from Manchester to a once-in-a-lifetime poetry writing and production workshop in a state-of-the-art London recording studio.

We brought the story to life with a suite of campaign assets, including a hero film, social film and still imagery, all of which was used to support extensive media outreach for the campaign.

The results: More than 211 pieces of coverage, including ITV London, ITV Central, Metro and Daily Mail.

See this mischief in Evening Standard | Mail Online

OGX

We changed the language surrounding women’s hair 

Following research highlighting that two in three women have had undesirable comments made about their hair, OGX Haircare’s Hair Affirmations campaign was a call on the beauty industry to remove the use of negative hair language, such as ‘wiry’ and ‘mousy’. In a society where inroads have been made into body positivity, it was time for ‘hair positivity’ to follow suit.

We worked with OGX to produce some stand out imagery that represented some of the negative terms women have faced about the hair, and our hard hitting research had a clear CTA; a Change.org petition which called on the Oxford English Dictionary to change offensive and derogatory hair definitions.

The campaign received widespread national and regional coverage, with a total coverage number of 107, including 10 national pieces, as well as dedicated articles in core titles for OGX including Glamour online and Closer. We also collaborated with renowned beauty journalist, Ateh Jewel and galvanised a number of beauty influencers who demanded change across their channels.

See this mischief in Glamour UKThe Sun