Case Study: The Harvest

The Brief

What if you needed to reach out to a fickle bunch of creative die-hards and communicate a message to them?

Photo from mikesten on Flickr

<- ‘Creat

ives’ ->

The South West RDA wanted an online campaign to show off the strength of the South West as a region for the Creative Industries to the creative community.

<- Stuff like this

Photo from timsnell on Flickr

The Thinking

We identified the superior quality of life and quantifiably higher employee satisfaction as the key points to make up the campaign message.

Photo from ooOJasonOoo on Flickr

Proper job

The campaign needed to drive conversations and gain respect amongst its target audience. This was all about effective niche communication.

- Ha ha!

LOL -

Photo from Jacob Bøtter on Flickr

The Campaign

We wrote and filmed The Harvest, a short comedy film about a ̒ creative farm .̓ The setting showcased the quality-of-life message, whilst the script explained the regionʼs creative pedigree.

<- Not real

Real ->

We then leaked the film into creative communities through a carefully-planned seeding campaign targeting press outlets and influential bloggers.

The Results

163,885 views289 blog posts

Huge amounts of buzz from the right audiences

Picked up by some of the top creative and digital bloggers worldwide

Picked up by the press and screened on TV, in cinemas and public displays

A very happy client

Thumbs up from me, looks really good, well done team!Caroline Farrant, SWRDA

See It

http://www.creativejuices.org.uk

http://www.youtube.com/watch?v=hgYwTELj-fs