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Telegraph Create
The challenge was to launch the Telegraphs’, creative solutions department in such a way that inspired and persuaded the target audiences; Agencies – creative and media and Brand owners to want to know more.
The best way to do this was to let them loose on the tools the department had at their disposal.
We decided to, produce an inter-agency competition, with a prize fund of £150,000 of Telegraph media space to lavish upon their clients. The winner would be announced at a special award ceremony. To inspire, the creative’s presented this in the style of the original head-2-head, a boxing bout. With the by-line:
“Come and have a go if you think enough.”
Pre:event
Press ads in the style of vintage boxing posters drove traffic to our awards microsite encouraging media agencies to challenge their creative counterparts in competition. www.telegraphcreatecompetition.com. The whole visual and written package incorporated boxing rhetoric for example “The Thriller in manilla” and all award entrants received tickets to the big awards ceremony, “The Shoreditch Showdown”.
The Shoreditch Showdown, incorporated a 23ft boxing ring acting as the stage, inside the home of the last public boxing match in the UK; Shoreditch Town Hall. The winners and runners up were announced in the ‘ring’, and presented the prize belt by top boxing promoter Frank Maloney. Whilst the enthusiastic audience of 300 invited guests drank dark rum and ginger beer and feasted on bagels and winkles.
Post:event
On the morning after, when our guests arrived at their desks they were greeted with a specially produced award edition of the paper featuring a four-page picture spread of the night.
We had worked closely with the Create team to devise and produce this event. The response was phenomenal, people rang in to add comment and congratulate the team. With the team offering to come and see them and show them more. Result.
The event was featured in Media Week.
Collaborators: CHIandPartners, Frank Maloney