CAKE REVIEW Brand Entertainment
2014
One Direction
Creating the most successful celebrity fragrance launch of all time.
One Direction – That Moment
Cake Review
we are cake.
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Cake Faces 02
Cake Review
CONTENTS.
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05 – 08 09 10 11 12 13 14 15 – 18 19 20 21 – 22 23 – 24 25 26 27 – 28 29 30 31– 32 33 34
BURN. burn Yard LIVE XBOX ONE. The One EE. EE @ BAFTA ONE DIRECTION. Our Moment ONE DIRECTION. That Moment DUREX. The Durex Experiment CARPHONE WAREHOUSE. #onceinabluemoon EE. EE @ Wembley THE BODY SHOP. Heartmakers CARLING. Channel Carling SAINSBURY’S. The Sainsbury’s Sport Relief Games EE. EE @ Glastonbury WEETABIX. Real-Time Content Creation NOVARTIS. Protecting Our Tomorrows RIVER ISLAND. Rihanna – AW13 AMERICAN EXPRESS. Small Business Saturday WAR CHILD / RIVER ISLAND. Come Together ALTON TOWERS. CBeebies Land @ Alton Towers ABOUT CAKE. CONTACT US.
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Cake Review
Client:
Burn. Burn Yard LIVE
Global PR Content
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Cake Review
Client:
Burn. Burn Yard LIVE
Global PR Content
01 – Avicii drops ‘Speed’ (burn & Lotus F1® Team Mix) to a 1,000 strong audience 02 – Rune Glifberg’s skate crew christens Gerry Judah’s skatable sculpture 03 – Rune Glifberg in front of M-City’s bespoke mural 04 – ‘Ice-Man’ Kimi Räikkönen sits on M-City’s bespoke F1® car 05 – Avicii speaks to international broadcast media about his collaboration with burn
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ABOUT
Results
A global PR campaign that saw superstar DJ Avicii, conceptual artist Gerry Judah, world renowned skater Rune Gilfberg and street artist M-City come together for a one-of-a-kind creative collaboration in Budapest to champion burn’s Lotus F1 sponsorship.
– 500 pieces of global coverage – 1.7 million content views
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Cake Review
Client:
Xbox One. the one
Influencer Campaign Social Media Content
ABOUT A digitally-led influencer campaign challenging gamers around the country to compete to be crowned “The One” in their chosen skill, with our content even integrated into the console’s home screen – a marketing first in gaming. 09
Take a look at: www.xbox.com/theone
Results
– 100,000 views in the first day, with more results to follow.
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Client:
EE. EE @ BAFTA
01 – Lupita Nyong’o on the red carpet 02 – EE Rising Star Award 03 – Stephen Fry 04 – A Caker on the red carpet
Experiential Brand Partnership
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ABOUT We kicked off EE’s sponsorship of the UK’s biggest film awards, BAFTA, with the (now-aqua) EE Rising Star Award and VIP hospitality at the event itself.
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Results
– A record number of Rising Star Award votes in 2014
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Cake Review
Client:
One Direction & Eden Parfums. Our moment
Content PR Social Media Event Production
ABOUT Launching the debut perfume from the world’s biggest boy band, One Direction, with a piece of humorous content poking fun at traditional, overthe-top fragrance ads. A launch moment at London’s iconic Gherkin and plenty of PR helped the fragrance fly off the shelves at launch. 11
‘Our Moment Fragrance Ad’
Results – Over 400 pieces of global coverage – 10.2 million total content views – Fastest-selling celebrity fragrance of all time
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Client:
One Direction & Eden Parfums. that moment
Content PR Social Media Event Production
01 – Girolle with Harry 02 – That Moment bottle 03 – Girolle with Louis 04 – Girolle and Rochelle
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ABOUT To launch the second fragrance we decided to take a swipe at the ten-a-penny dull behindthe-scenes films that clutter up YouTube. Our seven-minute comic film saw fake French photographer Girolle put the boys through their paces on the set of the fragrance’s advertising shoot.
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Results
– So far, nearly 2 million content views and counting
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Cake Review
Client:
Durex. The Durex Experiment
App build Social Media PR Content Experiential
01 – The Durex Experiment app 02 – A Durex Experiment couple
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ABOUT With 43% of us unhappy with our sex lives, we created The Durex Experiment to help turn things around - a worldwide movement comprising a series of master classes designed by experts, a week-long influencer event in Venice and an app which used smartphone technology to track and improve sexual satisfaction. 13
Results – 250,000 app downloads – 24% increase in sexual satisfaction amongst participants – 5% uplift in revenue for Durex makers Reckitt Benckiser
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Client:
Carphone Warehouse. #OnceinaBlueMoon
Social Media Community Management
#onceinabluemoon
ABOUT To celebrate the new HTC Vivid Blue phone arriving at Carphone Warehouse, we created a social campaign taking advantage of the sentiment ‘good things only come #onceinabluemoon’ – even attracting the attention of Hollywood stars and Premier League footballers…
Results – Seen by 14.4 million people online – Campaign hashtag trended organically on Twitter, twice
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Cake Review
Client:
EE. EE @ Wembley
Brand Partnerships Experiential App Build
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Cake Review
Client:
EE. EE @ Wembley
Brand Partnerships Experiential App Build
01 – Wembley Stadium 02 – Corporate Hospitality Box 03 – Studio 04 – Corporate Hospitality Box 05 – Corporate Hospitality Box
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ABOUT We’ve brought together EE and everyone’s favourite sporting venue, Wembley, to create the most connected stadium in the world. From mobile ticketing to a unique app and more, our six-year campaign will offer fans the slickest stadium experience.
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Cake Review
Client:
The Body Shop. Heartmakers
Social Media App Build Content
01 – The Heartmakers Facebook app 02 – The Heartmakers shortlist
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ABOUT 19
We launched a search to find the five real-life ambassadors that embody The Body Shop’s “Beauty with Heart” mantra. The Heartmakers were recruited through our app, with plenty of social outreach to drive entries.
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Results
– 106,000 total interactions through social media
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Client:
Carling. Channel Carling
Festival activation Event Production
01 – Channel Carling 02 – Sounds Familiar Music Quiz 03 – Hip Hop Karaoke
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ABOUT In our 13th year of guiding Carling in music, we created Channel Carling at some of the UK’s biggest music festivals. Providing live entertainment twinned with real time online content, we created a modern take on the festival activation.
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Results
– 70,000 visitors to Channel Carling in 2013
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Cake Review
Client:
Sainsbury’s. The Sainsbury’s Sport Relief Games
PR Content Event Production
01 – Caroline Flack on the Till-Treadmill 02 – Coverage in Heat Magazine 03 – Union J recreate England’s 1966 World Cup-winning pose 04 – Kimberly Walsh recreating ‘Physical’ Video
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ABOUT To show off the Sport Relief merchandise on offer in Sainsbury’s stores we persuaded some of the UK’s best-loved celebrities to do everything from using tills as treadmills, to recreating Olivia Newton-John’s infamous ‘Physical’ video.
Results – Over 150 pieces of coverage – One of Sainsbury’s most successful ever Sport Relief years
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Cake Review
Client:
EE. EE @ Glastonbury
Festival Activation Experiential Activity App Build
ABOUT To introduce the new superfast 4G network from EE at the world’s biggest music festival, we created “Recharge Tents” where festivalgoers could charge their phone – and internal – batteries. Elsewhere, BBC iPlayer was integrated into the official Glastonbury app from EE to allow people to enjoy festival highlights via superfast broadband, wherever they were. 23
Results
– 60,000 phones charged – 200,000 app downloads – 78% awareness of the new EE network
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01 – The Recharge Tent 02 – Charging Station 03 – Festivalgoer
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Cake Review
Client:
Weetabix. Making Breakfast Social
Social Media Community Management Content
01 – #AskMo 02 – #SochiSkeleton 03 – #Superbowl
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ABOUT
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We’ve been working with the nation’s favourite breakfast cereal since the autumn. We’ve devised a social media strategy to bring out the brand’s well-loved personality online, incorporating real time content creation and first rate community management.
Results – Engagement levels have more than doubled – Over 100,000 new fans and followers
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Client:
NOVARTIS. Protecting Our Tomorrows
PR Stunt Event Production
01 – 3,400 Teddy Bears at London’s Potter’s Field 02 – Coverage in the Metro 03 – Coverage in the London Evening Standard 04 – Coverage in the The Daily Telegraph
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ABOUT When Novartis asked us to raise awareness of the devastating impact of bacterial meningitis in the UK, we created a giant teddy bears’ picnic on London’s Potters Field, capturing media attention around the world.
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Results
– Over 100 pieces of print and online coverage
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Cake Review
Client:
River Island. Rihanna – AW13
PR Event Production Content
01 – Rihanna and the models 02 – Rihanna 03 – Rihanna fans 04 – Rihanna and Cara
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ABOUT To launch the new autumn/winter collection from Rihanna, we created a pop up nightclub in River Island’s flagship London store.
Results – 12.5% increase in profit for the retailer – 400 pieces of global coverage – 1.4 million content views
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Cake Review
Client:
American Express. Small Business Saturday
PR Content
01 – Small Business Saturday content 02 – Coverage on This Is Money 03 – Coverage on the MailOnline
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ABOUT To champion the support given by American Express to small businesses in the UK, we created a content series featuring entrepreneur Sarah Willingham, supported by a national media partnership.
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Results – Over 100 pieces of national and regional coverage
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Client:
War Child / River Island. Come Together
Brand Partnership
01 – John Lennon and the original Come Together T-shirt 02 – River Island Come Together T-shirt 03 – River Island Come Together T-shirt
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ABOUT We teamed our charity partner War Child with River Island to create an exact replica of John Lennon’s iconic 1971 ‘Come Together’ T-shirt. All profits from the sale of the T-shirt go directly to helping protect children from the cruel effects of war.
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Results – The T-shirts are in store now – stand by as the campaign develops
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Cake Review
Client:
Alton Towers. CBeebies Land @ Alton Towers
PR
01 – Postman Pats at CBeebies Land 02 – Postman Pats at CBeebies Land 03 – Coverage in the Guardian 04 – Coverage in the Metro
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ABOUT
Results
We descended on Alton Towers with 33 junior Postman Pats for an adorable photo shoot to launch the new CBeebies Land attraction.
Over 50 pieces of national and regional coverage
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Cake Review
ABOUT CAKE. Cake is a brand entertainment agency specialising in PR, social media, content creation, experiential activity and brand partnerships. We are a team of 60 creative bodies in London, with a sister agency in New York and a part of the global Havas network.
OUR CLIENTS.
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CONTACT US. If you like the look of what you see, give Lizzy or Kat a call on 0207 307 3100 or email newbiz@cakegroup.com
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87 – 91 Newman Street London W1T 3EY