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A year of #SeriousAttentionSeeking

December 18, 2020

So… 2020. A year to forget, eh? For many reasons, definitely. But for Mischief? Not quite so much…

Whilst we’re not going to pretend that the lockdown life™ has been all fun and games there have been some stand out highlights which have helped to turn those frowns upside down:

When it comes to the work, we made people cry (in a good way of course) by delivering kindness with Asda.

And we made them laugh by creating a song for dogs which went truly global for Tails.com.

We encouraged kids to embrace the outdoors by bringing together two of our longest standing clients, LEGO and National Trust, to crown our inaugural ‘Young Explorer of the Year.’

Lego National Trust

And the ‘kids meet outdoors’ theme continued with our work for Hipp, creating a fully sustainable story book with a plant-able cover.

Hipp

As the nation eased out of the first lockdown we brought splashes of colour to the streets of Seven Dials with a little help from Dame Zandra Rhodes, and we remained agile to support the shops and restaurants there in their most challenging year.

Seven Dials Zr

Culinary commentary was a fun trend that emerged from lockdown and we put it into practice with Just Eat’s Commentate My Plate campaign – an interactive, UGC campaign that enabled customers to have their plate commentated by none other than Clive Tyldesley. As a result, “They think it’s all over, the rice is pilau” became our favourite pun of 2020.

A PR round-up wouldn’t be complete without use of the PR word of the year…so did you see how we ‘pivoted’ our product launch for Huawei’s Watch GT 2 Pro? To encourage people to make the most of their outdoor time, we created a campaign around micro-adventures in your local area to highlight the functionality of our product in the context of our audience’s world. The campaign featured a content series from adventurous KOLs such as Gethin Jones, Jamie Jewitt and Ore Oduba and surfaced this new trend which was overindexing with millennial men. Achieved 130 pieces of coverage, 3% ER on content (vs industry average 0.84%) and CPE of £0.25 vs industry average of £0.50.

Huawei Gt 2 Pro

To say it’s been a rocky road for businesses across the UK (and globally) is an understatement, but with some top-drawer strategic thinking, creative inspiration & good old perspiration, this is the year where we took under our wing Just Eat, Moët Hennessy UK, Greene King, IWG, OGX…and a couple more very exciting new client wins we can’t quite mention yet!

As for awards? Yeah we won a bunch – and they’re ones we’re really proud of. We were crowned Creative Moment’s Large Creative Agency of the Year. Three PR Moment wins came our way for work for National Trust and Sure. A total of five CIPR Awards included wins for E.ON, Southampton FC, TUI and National Trust. And we picked up six AMEC Awards – confirming our planning & measurement is truly world-leading.

2020 was also the year that saw us launch our refreshed offering – our ‘Mischief 3.0.’ Building on all the great work we’ve done over the last fourteen years, this was all about evolution rather than revolution. We found that distracted consumers are more resistant to brand spam than ever – and worked out how to cut through to them. By pulling on three core levers – Personal, Surprising and Emotion – we continued to ensure that we are engineered to win in the attention rebellion era.

So what does 2021 hold? Like everybody else, we hope bigger and better things. Kicking off with announcing those new clients we can’t talk about just yet…

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