In 2018 we worked with the Royal British Legion on the Remembrance Campaign; a particular honour as this year marked the centenary of the end of WWI. The theme for 2018 was ‘Thank You.’ Unlike previous campaigns, we wanted to say thank you to the whole of the WWI generation - not just the armed forces - who served, sacrificed and changed our world. It needed to remind us all of the Great War’s impact, then and now.
The campaign needed to be the pinnacle point of the ‘Thank You’ movement in the immediate weeks leading up to Remembrance Day. Importantly, it also needed to appeal to a younger and broader target audience (we were competing with many other charities’ causes, ones that were considered more relevant to a younger demographic) and deliver impact way above the budget and media spend. We decided to use very carefully selected celebrity national treasures, such as Mark Strong and Justine Roberts, to deliver our message of thanks and legacy in a way that was relevant to each individual.
To showcase the invention and development of parachute technology, which was pioneered during the First World War, we had Bear Grylls (popular among the younger demographic) deliver the message. Using a known and liked public figure helped maximise the appeal and interest around WWI’s legacy and told the story in a way that wasn’t forced or sentimental, but with the importance and reverence it deserved.
A big part of the roll out strategy was to be seen and heard at key moments and places of national importance. We pushed for a 60 second TV spot during the X Factor and ensured high-profile OOH sites showcased our ‘Thank you’ message for 2 min at 11am on the 11th day of the 11th month. The campaign extended to online banners and film content wherever possible including all the owned channels.
The campaign has generated a phenomenal PR response and created a big impact in the nations mind.