PRWeek UK Awards 2021 Winners: Best Public Relations Event
Winner – “Colors of Carnival: A Digital Celebration”, Taylor Herring for Samsung Electronics UK
With COVID-19 canceling summer 2020, hosting the Notting Hill Carnival was inconceivable. Taylor Herring saw his client Samsung as the perfect candidate to create Notting Hill’s first digital carnival and negotiated a partnership with festival organizers.
To create a digital event to broadcast on YouTube during the August bank holiday weekend, the agency has built a range of content around the key sensory pillars of carnival: sounds, tastes and colors. In addition to three hero films, over 60 short films have been created for use on multiple social platforms.
Taylor Herring’s strategy to promote the event mirrored that of a film premiere, creating the first carnival trailer, placing interviews with carnival personalities in the media, and releasing the trailer on the larger UK digital screen in Piccadilly Circus.
All of this allowed Samsung to focus on the 8K functionality of its flagship Galaxy S20 phone, which was used to capture images, as well as its 8K QLED TVs. Coverage volumes far exceeded what the carnival would achieve in an ordinary year. And while in 2019 two-fifths of the editorial coverage of the live event was negative, in 2020 it was 100% positive, with a high proportion of coverage mentioning the brand or its products. Samsung got the largest share of votes from any Notting Hill Carnival brand partner this weekend and saw a 34% increase in search volume for its 8K TV compared to the same quarter a year earlier.
The judges said
Brilliant work; the activation stayed true to the carnival spirit, reached out to a large audience and created a special momentous moment – truly impressive results in traditional and digital media.
Highly Recommended – “Everyone Together”, RP Hope & Glory for Sky Arts
Sky Arts and Hope & Glory commissioned Spencer Tunick to create mass-participation artwork to support the channel’s launch on Freeview. Tunick’s use of the naked body created an unusual cultural moment, achieving more than 500 branded covers, and three-quarters of audiences said they were now more likely to watch the channel.
“A night on the cobblestones” by Airbnb with Hope & Glory for Airbnb
‘Bombay Sapphire Supermarket’ by Ogilvy PR with AMV BBDO and the Design Museum for Bombay Sapphire
‘TfL x PlayStation 5: London Underground Takeover Launches PlayStation 5’ by Red Consultancy for PlayStation
‘Time To Unite’ by Virgo Health for Estée Lauder Companies