Cake Review 2015

CAKE REVIEW Brand Entertainment

2015

Virgin Atlantic

RUDIMENTAL AND GORGON CITY, LIVE AT 35,000 FEET.

Virgin Atlantic – #flightdecks

Cake Review

WE ARE CAKE.

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Issue 2

Cake Faces 02

Cake Review

CONTENTS.

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Issue 2

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BLU. Freedom of the DJ EE. BAFTA 2015 XBOX. Team Xbox XBOX. The One VIRGIN ATLANTIC. #flightdecks NEST. The Nest Fire Truck SONY MOBILE. Xperia Photo Academy CARLING. Black Label Project EE. EE @ Glastonbury ONE DIRECTION. You & I EE. Wembley Stadium connected by EE V FESTIVAL. V Festival 2015 SAINSBURY’S. Comic Relief 2015 ALTON TOWERS. Insta-Gran VERY. Christmas Crib LITTLEWOODS. #Littlewoodswishes ASICS. Launching the ASICS Tiger WEETABIX. Social Content CAKE. In the news SOCIALYSE. Powered by Cake ABOUT CAKE. CONTACT US.

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Cake Review

Client:

BLU. FREEDOM OF THE DJ

EXPERIENTIAL CONTENT BRAND PARTNERSHIPS

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Issue 2

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Cake Review

Client:

BLU. FREEDOM OF THE DJ

EXPERIENTIAL CONTENT BRAND PARTNERSHIPS

01 – Gorgon City livestream in Nottingham 02 – blu tour branding 03 – Finnebassen streaming live for Mixmag

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ABOUT

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Carving out blu’s share of the lucrative e-cigarette market with a seven-part series called “Freedom of the DJ”, which explored the electronic music scene, accompanied by a live DJ tour across 12 UK cities.

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RESULTS – Over 500,000 views – 40,000 blu products sampled to date – Top three market share – 2015 Product of the Year

Issue 2

Client:

EE. EE BAFTA 2015

EXPERIENTIAL BRAND PARTNERSHIPS

01 – Eddie Redmayne and his wife, Hannah Bagshawe 02 – Stephen Fry 03 – Natalie Dormer on the red carpet 04 – Rachel Riley as the new BAFTA red carpet presenter 05 – The winning cast of The Theory Of Everything

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ABOUT Creating the most connected EE BAFTA awards ever.

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RESULTS – A multi-camera, access-all-areas live show from the red carpet, with a combined viewing figure of over half a million 08

Cake Review

Client:

XBOX. TEAM XBOX

CONTENT INFLUENCER PROGRAMME

01 – Team Xbox ambassadors 02 – Students gather for exclusive Team Xbox event 03 – Ali-A gaming with students at Birmingham university

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ABOUT Recruiting student ambassadors in an experiential programme across the country, in an effort to position Xbox One as the only place for gaming amongst students.

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RESULTS – Team Xbox has held over 120 events, with over 3,000 attendees – Team Xbox Facebook pages have a combined total of over 5,000 fans in just six months

Issue 2

Client:

XBOX. THE ONE

CONTENT INFLUENCER PROGRAMME SOCIAL MEDIA

01 – The One Hub 02 – Competition entry gameplay footage 03 – Influencer winner content

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ABOUT Last year we challenged gamers to compete to be crowned ‘The One’ in their chosen skill.

This year, we launched an even bigger campaign, working with more renowned gaming YouTubers including Ali-A and PointlessBlog.

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RESULTS

– Over 5 million organic views via YouTube – Over 4.8m reach of #XboxTheOne

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Cake Review

Client:

VIRGIN ATLANTIC. #FLIGHTDECKS

PR EXPERIENTIAL CONTENT SOCIAL MEDIA

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Issue 2

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Cake Review

Client:

VIRGIN ATLANTIC. #FLIGHTDECKS

PR EXPERIENTIAL CONTENT SOCIAL MEDIA

01 – Trumpet Boy performing live on board the plane 02 – The #flightdecks microsite 03 – Richard Branson 04 – Rudimental hitting the decks 05 – The gig in full swing at 35,000 feet

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ABOUT To launch the new 787 Dreamliner from Virgin Atlantic with in-built Wi-Fi, we staged the world’s first live-streamed gig from 35,000 feet – #flightdecks – with UK superstars Rudimental and Gorgon City.

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RESULTS – #flightdecks trended organically on Twitter – 200 pieces of global coverage – Livestreamed to listeners from 131 countries

Issue 2

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Cake Review

Client:

NEST. THE NEST FIRE TRUCK

EXPERIENTIAL

01 – In-store displays 02 – The Nest Fire Truck at Lyon Central 03 –The Nest Fire Truck 04 –Fire truck en route 05 – The truck interacting with consumers

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ABOUT

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We transformed an iconic fire truck into the Nest Fire Truck and took it on a tour around France to educate French consumers about fire safety, promoting the latest technology in smoke alarms from Google-owned Nest.

RESULTS – 3,500 demos – Over 2 million users reached with #NestCamionPompier

Issue 2

Client:

NEST. NEST VINE SERIES

SOCIAL MEDIA CONTENT

01 – Vine Content: Carbon Monoxide 02 – Vine Content: #nestprotect was a hit 03 – Vine Content: Hitting the road 04 – Vine Content: First day in France 05 – Vine Content: Continuing their journey 06 – Vine Content: Check your batteries

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ABOUT For those who wouldn’t come across the Nest fire truck in real life, we told the story of the journey through France online, using stop-motion Vines to appeal to both kids and adults.

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RESULTS – 46,000 online engagements – 1,500 new followers via the app – 2.2 million total reach

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Cake Review

Client:

SONY MOBILE. XPERIA PHOTO ACADEMY

GLOBAL PR

01 – J.N. Silva 02 – Greg Funnell 03 – Greg Funnell

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ABOUT

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We challenged three photographers from London, Melbourne and New York to show Xperia Users how to create breathtaking, professional photos on their Sony Mobile. Results were captured on Instagram with the hashtag #XperiaPhotoAcademy.

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RESULTS – Over 10,000 entries worldwide – 115 pieces of global coverage generated – 9,200 new Instagram followers gained

Issue 2

Client:

CARLING. CARLING BLACK LABEL PROJECT

EXPERIENTIAL PR CONTENT

01 – Gorgon City on stage 02 – Underworld live at Abbey Road studios

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ABOUT Underworld and Gorgon City performed at Abbey Road Studios to launch the Carling Black Label project. The spirit of the event was captured in exhilarating, raw form using the studio’s acclaimed live-to-vinyl recording process.

RESULTS – 300 VIP guests and media attended the exclusive gig at Abbey Road

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Cake Review

Client:

EE. EE @ GLASTONBURY 2014

BRAND PARTNERSHIPS EXPERIENTIAL

01 – The Power Bar Exchange phone shed 02 – The EE Recharge tent 03 – Happy festivalgoers 04 – Power Bars

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ABOUT Continuing to show the magic of EE technology at festivals by introducing the first ever Power Bar Exchange at Glastonbury in 2014 – a portable mobile phone charger that festivalgoers could swap when used, for a fresh one.

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RESULTS – 15, 000 power bars sold – On site, one power bar was swapped every 5.45 seconds

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Issue 2

Client:

ONE DIRECTION. YOU & I

ADVERTISING PR CONTENT

01 – TV commercial 02 – Press ad 03 – Media event with the boys in New York

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ABOUT Notching up a third fragrance release from the world’s biggest boy band, we created a TV commercial, held a global media event in New York and produced all of the digital, print and outdoor creative assets.

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RESULTS – A total of 6 million views

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Cake Review

Client:

EE. WEMBLEY STADIUM CONNECTED BY EE

BRAND PARTNERSHIPS

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Issue 2

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Cake Review

Client:

EE. WEMBLEY STADIUM CONNECTED BY EE

BRAND PARTNERSHIPS

01 – The arch at Wembley Stadium

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ABOUT After bringing together everyone’s favourite sporting venue and EE last year, we helped transform the iconic arch at Wembley Stadium into a spectacular light show to mark the start of the venue’s high-tech makeover.

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Fans can now look forward to interacting with the arch via social media, while the LED lights will also be able to react to significant moments such as goals and crowd noise.

Issue 2

Client:

V FESTIVAL. SUMMER 2015

PR/PRESS OFFICE EVENT PRODUCTION

01 – The line up for 2015 02 – Becca Dudley at Mahiki 03 – Festivalgoers at V 04 – The Virgin Media stage

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ABOUT Launching and driving sales of the UK’s biggest music event, V Festival with a hard-working press office, creative features and management of TV rights.

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RESULTS – Watch this space!

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Cake Review

Client:

SAINSBURY’S. COMIC RELIEF

PR CONTENT

01 – Spencer Matthews hidden amongst tomatoes 02 – Spencer Matthews ready to surprise staff 03 – Coverage in Heat magazine

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ABOUT To herald the arrival of the new Comic Relief noses available in Sainsbury’s stores, we signed up Made In Chelsea prankster Spencer Matthews to surprise unsuspecting staff, by hiding in the tomato boxes.

RESULTS – 60 pieces of national coverage – The most viewed piece of content on the Comic Relief Facebook page ever

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Cake Review

Client:

ALTON TOWERS. INSTA-GRAN

PR CONTENT

01 – Insta-Grans and kids at The Enchanted Village 02 – Introducing the the world’s first granny bedtime reading service 03 – Hats off to the Insta-Grans 04 – Coverage in The Sun 05 – Coverage in The Metro 06 – Coverage in S-Magazine

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Issue 2

ABOUT

RESULTS – Coverage across national and consumer titles such as The Sunday Times, The Sun, Now magazine and Metro

We created Insta-Gran - the world’s first ‘granny’ bedtime story reading service - to launch Alton Towers Resorts’ new accommodation offering: The Enchanted Village.

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Cake Review

Client:

VERY.CO.UK. VERY’S CHRISTMAS CRIB

PR EVENT PRODUCTION CONTENT

01 – Rochelle, Marvin and celebrity friends 02 – Rochelle, the perfect hostess

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ABOUT The first socially crowd-sourced party with Rochelle Humes and friends. Everything from the interiors to party outfits to the gifts under the tree were chosen by the public via the Very Christmas Crib Pinterest board.

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RESULTS – 118 pieces of coverage – 300,000 content views

Issue 2

Client:

LITTLEWOODS.COM. #LITTLEWOODSWISHES

PR EVENT PRODUCTION

01 – The 18ft high water projection at Trafalgar square 02 – The real life genie, Myleene Klass

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We brought Littlewood’s Christmas ad campaign to life with Myleene Klass by creating an 18ft high water projection of the star as a real-life genie, granting wishes to passers-by.

RESULTS – 50 pieces of coverage

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Cake Review

Client:

ASICS. LAUNCHING THE ASICS TIGER

EXPERIENTIAL MEDIA RELATIONS CONTENT

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Issue 2

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Cake Review

Client:

ASICS. LAUNCHING THE ASICS TIGER

EXPERIENTIAL MEDIA RELATIONS CONTENT

01 – The new ASICS Tigers 02 – The streets of Tokyo 03 – The Shibuya Arcade at the Truman Brewery 04 – The fashion shoot

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ABOUT We transported sneaker-heads back to the streets of 90s Tokyo, as we transformed the Truman Brewery into the ‘Shibuya Arcade’ for the European launch of the ASICS Tiger.

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RESULTS – 150 of the ‘elite’ consumer media attended from the likes of GQ magazine, to Vogue, Vice and Cosmopolitan

Issue 2

Client:

WEETABIX. CONTINUING TO MAKE BREAKFAST SOCIAL

SOCIAL STRATEGY CONTENT

01 – Equipment for a good breakfast 02 – The Great British Bake Off...Weetabix–style 03 – Weetabix logo made out of fruit 04 – Weetabix Ninja Turtles 05 – Stonehenge Weetabix

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ABOUT We’ve continued to champion great reactive content for the nation’s favourite breakfast cereal, going above and beyond day-to-day responses and engaging the ever-growing community.

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RESULTS – Weetabix has seen engagement (and fan numbers) double across the main channels of Facebook and Twitter – remaining the country’s favourite breakfast cereal.

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Cake Review

Us:

CAKE.

01 – Cake picks up Shop Direct consumer PR 02 – Virgin Atlantic chooses Cake 03 – Sony Mobild brings in Cake for consumer PR 04 – Jim commenting in The Drum 05 – Microsoft Xbox The One campaign 06 – The blu launch party in Event magazine 07 – V Festival PR account win 08 – Guardian reports on The Social Newsroom

IN THE NEWS

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Issue 2

Us:

SOCIALYSE. POWERED BY CAKE

A NEW DEDICATED SOCIAL SERVICE IS LAUNCHED

01 – Who sits at the table 02 – The social team hard at work

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ABOUT Earlier this year, our social team joined forces The newly formed team also offer a ‘social newsroom’ with Havas-owned Socialyse to offer a complete service, a 24-hour reactive and proactive service that social service for clients across earned, owned offers real-time stories and content for brands. and paid media, called ‘Socialyse powered by Cake’.

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Cake Review

ABOUT CAKE. Havas-owned brand entertainment agency Cake specialises in PR, social media, content creation, experiential activity and brand partnerships.

We are a team of 50 creative bodies in London, with a sister agency in New York.

OUR CLIENTS.

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CONTACT US. If you like the look of what you see, give Lizzy or Kat a call on +44 20 7307 3100 or email newbiz@cakegroup.com

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