In the lead up to Christmas last year, Sony PlayStation took over the London Underground to mark the launch of the PS5 console. The stunt, a collaboration between MediaCom, Transport for London, Red Consultancy and Diva Agency, transformed the iconic roundel signs around Oxford Circus tube station into PlayStation’s infamous button shapes, generating over 100 million impressions on Twitter and coverage across all major national titles. The stunt became the lead story on Reddit and helped PlayStation have the most successful UK console launch of all time. The campaign recently took home The Drum’s Grand Prix Award, celebrated for its slick simplicity, with judges calling it “cultural moment which had many in the industry in awe.’”
In October of this year, saintnicks client Bailey gave surprised tourists and Londoners a fresh perspective on caravanning as the manufacturer hoisted its new 1430kg Unicorn Vigo model on to the rooftop terrace of the One New Change shopping centre, overlooking St Paul’s Cathedral. The stunt was designed to celebrate the boom in staycations during the pandemic and demonstrate that, with a Bailey caravan, any location can be turned into a campsite.
After witnessing a dramatic feat by the crane operators, celebrity guests including Gary Mabbutt, Peter Shilton and Debbie Arnold were invited to experience the Unicorn’s unique panoramic window by taking in a view like no other – the stunning London skyline.
PlayStation, musicMagpie, Bailey and Western Global have all shown that the ‘traditional’ press stunt still has its place in our fast-changing world, but with the growth of social media and a drastic shift to online, it’s imperative that brands hybridise their ideas. Consumers are looking to experience these campaigns virtually, too, so creative teams should find ways of engaging audiences in both physical and digital spaces to stay at the top of their game.
At saintnicks, we’ve always believed that everything we do should take brands further, not just create spectacles for the sake of it. With a growing emphasis on brand transparency, consumers are increasingly looking for authenticity within any marketing activity. Press stunts require careful consideration as they can be perceived as a waste of resource, environmentally destructive or disruptive to consumers. To find its rightful place in 2022, the press stunt must be executed with people and planet in mind. Get in touch today to see how we can help out.