To demonstrate that the plastic used by Danone’s water brands is recyclable, Red Havas used new technology to heat and crush empty plastic water bottles and reform them as medals and trophies at the world’s biggest junior football tournament, the Danone Nations Cup. The young players themselves used the machines to create the first sustainable medals to be awarded to winners at an international football tournament. Over 100 pieces of press coverage helped towards 20,000 bottles being recycled during the UK finals, with 2,000 children signing a recycling pledge.
Fat Dog Nation
By analysing data from over 500,000 vet visits, Red Havas was able to identify the UK towns and cities where pet dogs are most overweight. A ‘hot spots’ infographic map was released to coincide with the traditional January health kick. Over 100 news articles and features, including those in the Sunday Times, on Sky News and BBC Radio 4, were followed by an uplift in web bookings for Pets at Home’s nutritional consultations and sales of products from Pets at Home’s healthy eating range.
The Science of Breakfast
To illustrate the nutritional qualities of Special K, Red Havas commissioned a scientific experiment to show how people’s perceptions of nutrition changed depending on the environment in which they ate breakfast. Everything from the shape of the bowl to the difference between eating sitting down and standing up was tested by serving identical amounts of Special K to participants. To report the findings, media had to list the nutritional qualities of Special K in order for the campaign to make sense, delivering the number one objective for the activity.
Rocky the Robot Jockey
BetBright uses advanced technology to create one of most advanced platforms in the mobile gaming industry. Illustrating the relationship between technology and sports betting, Red Havas produced a future gazing white paper, backed by experts who set out how robots would be used in sport in the future. To bring the report to life, Havas PR worked with robotics experts to create “Rocky”, the world’s first Robot Jockey, which was unveiled at the Cheltenham Festival, where BetBright was one of the main festival sponsors.
To engage plumbers and installers around the 200th anniversary of Ideal Standard’s iconic ceramics brand Armitage Shanks, the Armitage Beats 200 campaign involved a new android and iphone app, created by Red Havas. Armitage Beats allowed users to draw from 200 recordings of installers at work and turn them into mobile phone ringtones with the virtual help of a professional DJ engaged for the project. Ideal Standard later attributed over £1m of sales to the Armitage 200 campaign.
Red Havas helped drive sales of Greggs coffee via the invention of a new event in the working day. Havas termed it the ‘Nappaccino’ after uncovering academic research that showed how a drink of coffee followed by a short nap can help people feel more energised and increase productivity. Greggs ‘sleep pods’ were installed in a central London location, where passers-by were encouraged to try a Nappaccino for themselves.