The Review by Cake Group

THE REVIEW Entertaining People

2016

BARCLAYS

CELEBRATING 15 YEARS OF THE BARCLAYS PREMIER LEAGUE

The Review

WE ARE HSE CAKE We connect people with brands by entertaining them. s a team of specialists in PR, influencer relations, content, A events, brand partnerships, strategy, data and insights, we have the capabilities to bring people and brands together through the things they find entertaining. s part of the global Havas network with offices in over 100 A countries, we do this across every platform, in any space, globally.

2016

HSE Cake Faces 02

The Review

WHAT WE DO CONSUMER PR EVENTS PARTNERSHIPS CONTENT INFLUENCER MARKETING ANALYTICS & INSIGHTS PRODUCTION CREATIVE EXPERIENTIAL SAMPLING SOCIAL MEDIA

2016

OUR CLIENTS

The Review

CONTENTS

2016

BARCLAYS 09 10 11-12 13 14

LIFESKILLS CREATED WITH BARCLAYS BARCLAYS SPIRIT OF THE GAME HEROES BARCLAYS PREMIER LEAGUE CELEBRATION BARCLAYS WALKING FOOTBALL BARCLAYS ATP WORLD TOUR FINALS

SAINSBURY’S

15 SAINSBURY’S SPORT RELIEF GAMES

16 CLUB G4

SONY MOBILE

19 XPERIA 360° 20 SMARTWATCH 3 #SMARTRUN 21 FLEETING MOMENTS

VERY.CO.UK

22 VERY SUMMERTIME

CARLING

25-26 CARLING SHIRT AMNESTY TOUR 2015 27 CARLING GAME ON 28 CARLING SHIRT AMNESTY TOUR 2016

31 EE AT GLASTONBURY 32 EE LIGHT THE ARCH 33 EE BRITISH ACADEMY FILM AWARDS

34 STAR WARS: BATTLEFRONT

CAMPO VIEJO

35 CELEBRATING THE HARVEST

V FESTIVAL

36 V FESTIVAL’S 20TH ANNIVERSARY 37

The Review

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BARCLAYS RETAINED LEAD SPONSORSHIP AGENCY

INIE TEMPAH T LIFESKILLS CREATED WITH BARCLAYS

2016

The Review

Client:

BARCLAYS LIFESKILLS CREATED WITH BARCLAYS SPONSORSHIP CONTENT CONSUMER PR

01 – Tinie Tempah at Disturbing London HQ 02 – The Daily Telegraph 03 – Channel 4 News

03 01

01 02

ABOUT inie Tempah: rapper, entrepreneur and a champion for T youth employment. A perfect fit to front our campaign for LifeSkills created with Barclays, giving young people the opportunity to apply for work experience at some of the most famous sports and entertainment institutions in the world. 09

RESULTS – Over 4.5M content views – Over 17,000 sign ups to the programme – 138 piece of coverage across national and regional print, online and broadcast, including Channel 4 and ITV news, Daily Telegraph, Independent and Yahoo! news

2016

Client:

BARCLAYS BARCLAYS SPIRIT OF THE GAME HEROES SPONSORSHIP CONTENT SOCIAL MEDIA

01 – Didier Drogba 02 – Bradley Addison and friends 03 – Alan Shearer and community football players

02 01

ABOUT hile the superstar players do business on the pitch W week in week out, there’s a group of people whose stories don’t often get told. Our ‘Spirit of the Game Heroes’ content series recognised these inspiring individuals as we brought their stories to life through short, meaningful and emotive online films.

RESULTS – 11 videos – 73M reach – 28.6M views

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BARCLAYS BARCLAYS PREMIER LEAGUE CELEBRATION SPONSORSHIP CONSUMER PR CONTENT TVC

01 – Ledley King, Gary Lineker and Ian Wright with fans from Leicester City, Arsenal and Tottenham 02 – The Guardian 03 – mirroronline.co.uk 04 – theguardian.co.uk 05 – Steve Worthy with the Barclays Premier League Trophy

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2016

ABOUT e gave Steve Worthy, a diehard Leicester supporter and W season ticket holder for 15 years, the opportunity to hand over the Barclays Premier League Trophy to Wes Morgan in front of 32,000 fans at the King Power Stadium; marking the culmination of our integrated campaign to celebrate 15 years of the Barclays Premier League.

RESULTS â&#x20AC;&#x201C; Since the campaign launched with the TVC on 6th April, weâ&#x20AC;&#x2122;ve generated over 250 pieces of coverage, including 30 broadcast clips and articles in the likes of The Daily Telegraph, G2, The Sun and The Daily Star.

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BARCLAYS BARCLAYS WALKING FOOTBALL SPONSORSHIP CONSUMER PR CONTENT SOCIAL MEDIA

01 – The Sun 02 – Good Morning Britain 03 – Fabrice Muamba, Harry Kane, Steve Rich, Chris Foy, Alan Shearer and Sir Geoff Hurst

02 01

ABOUT I t’s no walk in the park…or maybe it was for Alan Shearer and Harry Kane. We staged a surprisingly competitive kickabout to showcase the work Barclays Digital Eagles have been doing to support Steve Rich’s Walking Football United website, as well as the digital lives of people across the country. 13

RESULTS – Over 6M views of the match online – 45 pieces of coverage across broadcast titles such as SKY News Sunrise, Good Morning Britain, TalkSPORT and print titles including The Guardian, Daily Telegraph, and Evening Standard

2016

Client:

BARCLAYS BARCLAYS ATP WORLD TOUR FINALS SPONSORSHIP EXPERIENTIAL

01 – Barclays ATP World Tour Finals at The O2 02 – Barclays Brand Ambassadors 03 –Barclays Rewards Ball Can in The O2 Foyer

03 01

01 02

ABOUT ew balls please. 10,000 of them to be exact. All N stored in a giant ball can containing a redeemable reward for each Barclays’ customer at the ATP World Tour Finals. We also installed contactless and unique experiences to make the year-end climax to the season all the more memorable.

RESULTS – 10,000 customer rewards were delivered through the campaign

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SAINSBURY’S SAINSBURY’S SPORT RELIEF GAMES CONSUMER PR

01 – Kirsty Gallacher running across The Serpentine 02 – Metro 03 – Laura Whitmore and Dave Berry recreating E.T scene 04 – Daily Star

ABOUT o drive sales of official Sport Relief merchandise T available at Sainsbury’s, Kirsty Gallacher stunned onlookers by running across The Serpentine, whilst Laura Whitmore and Dave Berry helped us recreate the famous scene from E.T. 15

RESULTS – Over 50 pieces of coverage across the likes of ITV, Metro, OK magazine and Daily Mirror – Over 10,000 content views

2016

Client:

LG CLUB G4 EXPERIENTIAL BRAND PARTNERSHIPS

01 – Club G4 Mobile Disco 02 – Ella Eyre and competition winners 03 – Festival-goers inside Club G4 04 – Inside the G4 Circus 05 – Queues outside the G4 Circus tent

ABOUT o launch the new 5.5 inch LG G4 handset T with 8-megapixel selfie cam, we created Club G4 – a pop up miniature club at V Festival to show festival-goers how to take the ultimate selfie, no matter what the conditions.

RESULTS – Over 2M reached through the Ella Eyre social competition – Over 1.5M interacted with photos from Club G4 – 5M were reached throughout the campaign 16

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SONY MOBILE XPERIA 360° GLOBAL PR CONTENT INFLUENCER MARKETING

01 – 360° 3D rig 02 – Lifestyle Influencer, Monica Sors 03 – Les Deux Alpes

ABOUT o showcase the superiority of the camera on the T Xperia Z5 and highlight its 4K capabilities, we 3D printed 12 devices together to create a 360° rig and travelled to Rise Ski & Snowboard festival with eight European influencers. Our 360° video of snowboarders in action was the centrepiece of Sony Mobile’s CES exhibition. 17

RESULTS – 600,000 organic views – The content was incorporated into Sony Mobile’s show at the 2016 Consumer Electronics Show in Las Vegas

2016

Client:

SONY MOBILE FLEETING MOMENTS GLOBAL PR CONTENT INFLUENCER MARKETING

01 – Milan 02 – Paris 03 – Barcelona 04 – Milan 05 – London

ABOUT hat do London, Berlin, Barcelona, Paris and Milan have W in common? They’ve all had films made about them, shot entirely on a Sony Xperia Z5. We demonstrated the Xperia Z5’s camera ability to shoot in 4K by working with five directors to create a series of online films that showcased the beauty, moments and hidden gems of the five European cities.

RESULTS – 700,000 organic views – The content has been integrated across the business from phones to televisions and point-of-sale – Berlin Film Festival requested to feature the films 18

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Client:

SONY MOBILE RETAINED GLOBAL PR AGENCY

2016

CARL FROCH SONY SMARTWATCH 3

The Review

Client:

SONY MOBILE SMARTWATCH 3 #SMARTRUN GLOBAL PR CONTENT INFLUENCER MARKETING

01 – Carl Froch 02 – mailonline.co.uk 03 – The Sun

ABOUT egendary boxer Carl Froch doesn’t do training L shortcuts, which meant the Sony SmartWatch 3 was right up his street. We followed him and fitness vlogger, Carly Rowena, as they put the SmartWatch 3 through its paces and integrated the device into their everyday health and fitness regimes.

RESULTS – 4% global sales increase comparative to the previous year – 422% product sales increase in the UK since the campaign was launched – 20.5M opportunities to see and media interviews placed in the likes of The Sun, Mail Online and Joe.co.uk

2016

Client:

VERY.CO.UK VERY SUMMERTIME CONSUMER PR CONTENT TALENT PARTNERSHIP

01 – Heat Magazine 02 – mailonline.co.uk 03 – Rizzle Kicks, DJ Jazzy Jeff and Rochelle Humes

ABOUT o drive sales of the summer collection and T attract new audiences, we produced a shoppable music video, recreating the iconic ‘Summertime’ track by DJ Jazzy Jeff and the Fresh Prince. This timeless classic needed a twist, so we brought in British pop duo, Rizzle Kicks to deliver a stylish makeover.

RESULTS – £1.4M revenue direct from video views – 2.6M content views – 170 pieces of coverage including, The Sun, Huffington Post, Daily Telegraph and Heat magazine – Rizzle Kicks released the track on iTunes 22

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Client:

CARLING RETAINED PR , EXPERIENTIAL & CONTENT AGENCY

CARLING SHIRT AMNESTY TOUR IN LIVERPOOL 23

2016

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CARLING CARLING SHIRT AMNESTY TOUR 2015 CONSUMER PR EXPERIENTIAL CONTENT TALENT PARTNERSHIP

01 – Jimmy Bullard recreating the iconic American Beauty shot 02 – Football fans queueing up in Southampton 03 – mirror.co.uk 04 – skysports.com

2016

ABOUT icture the scene. You’ve bought a team shirt with your P hero’s name on the back and then he packs up and leaves the club three weeks later. Alongside Carling and fan favourite Jimmy Bullard, we made this into an opportunity during the pre-season to capture the attention of 18-34 year old men. The Carling Shirt Amnesty Tour gave fans the chance to exchange their unwanted shirt for a new one, for free, when their favourite player was sold. Cathartic you might say.

RESULTS – The most engaged piece of content across any of the Molson Coors brands ever  – 2.5M content views – 1,500 shirts given away to football fans – 8 cities visited – Over 100 pieces of coverage across regional and national titles, including Sky Sports, Liverpool Echo and Evening Standard

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CARLING CARLING GAME ON EXPERIENTIAL CONTENT BRAND PARTNERSHIP

01 – Carling drinkers inside the Carling tent 02 – Outside relaxation area of the Carling Game On tent 03 – Festival-goers taking selfies at the activation

ABOUT usic, beer and football all in one place. Not down M your local but in the fields of V Festival where we gave festival-goers an exclusive area to relax with their favourite beer, keep up to date with transfer news and share celebratory moments with friends through the hashtag #carlinggameon 27

RESULTS – 16,500 people passed through the tent over the weekend – Social reach of over 200,000

2016

Client:

CARLING CARLING SHIRT AMNESTY TOUR 2016 CONSUMER PR EXPERIENTIAL CONTENT TALENT PARTNERSHIP

01 – Jimmy Bullard and Swansea football fans 02 – mirror.co.uk 03 – South Wales Evening Post

ABOUT he campaign last summer was a huge success so we T brought Jimmy and the tour back to Swansea in time for football’s January transfer window.

RESULTS – Over 100 shirts given away – 577,597 Facebook reach – 4.2M opportunities to see – Exclusive Carling feature on the best/worst January transfers with the Mirror online and blanket regional coverage 28

The Review

Client:

EE RETAINED BRAND PARTNERSHIPS AGENCY

WEMBLEY STADIUM CONNECTED BY EE

2016

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EE EE AT GLASTONBURY EXPERIENTIAL SPONSORSHIP BRAND PARTNERSHIP

01 – EE Recharge and Power Bar tent 02 – Festivalgoers recharging in the EE tent 03 – Power Bar Exchange Cabin

ABOUT nee-deep mud, no signal and no phone power. K Well, not anymore. In 2014, EE’s 4G network arrived at Glastonbury. In 2015 we introduced the EE Power Bar exchange cabin; allowing festivalgoers to swap their ‘used’ EE Power Bar for a new, fully charged one. 31

RESULTS – 20,000 power bars charged simultaneously at any one time - a first for any festival in the UK – Power bars sold out pre festival – 72,000 power bars swapped onsite

2016

Client:

EE EE LIGHT THE ARCH BRAND PARTNERSHIP EXPERIENTIAL CONTENT

01 – Light the arch app 02 – Light the arch app 03 – Children learning how to code

ABOUT e took the iconic Wembley Arch and married W it with EE’s brilliant technology to develop an innovative new web app. Created in partnership with technology charity Apps for Good, 7-11 year olds can now design and code their own light show on the famous Wembley arch.

RESULTS – Over 50 pieces of coverage – A media value of £1.2M – 3M impressions for #LightTheArch

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EE EE BRITISH ACADEMY FILM AWARDS BRAND PARTNERSHIP EXPERIENTIAL CONTENT

01 – Cate Blanchett on the red carpet 02 – EE red carpet host, Laura Whitmore 03 – The EE Rising Star winner, John Boyega

03 01

02 01

ABOUT

rusted with EE’s BAFTA sponsorship property, we T employed a three month campaign which culminated in the start-studded event on the red carpet on the night. There was content, a VIP reception for 140 guests at The Savoy and an after party...but that’s a story for another time.

RESULTS – Over 650,000 views of the EE Rising Star Mask – 200 VIP guests hosted

2016

Client:

EA STAR WARS: BATTLEFRONT CONSUMER PR INFLUENCER MARKETING CONTENT

01 – Battle of Jakku global livesteam event 02 – The Sun 03 – Asmir and Chris outside Wembley Stadium 04 – Star Wars: Battlefront Pack Shot

ABOUT o launch Star Wars: Battlefront we hosted a live T 20v20 battle of the game with various celebrity fans and gaming influencers, which was then live-streamed around the world.

RESULTS – Over 195,000 Twitch channel views – Over 20,000 live-stream viewers during the event – National print and online coverage in the likes of Huffington Post, The Sun, Sky Sports and Metro

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CAMPO VIEJO CELEBRATING THE HARVEST GLOBAL PR 01 – Harvest celebration begins 02 – Winery in Rioja 03 – Journalists on tour at the vineyard

ABOUT s the global PR agency for Campo Viejo we set the yearly A strategy and create a wealth of assets and toolkits for markets to share across the world. One of the key calendar moments for Campo Viejo is the Harvest Celebration, so we took 20 journalists from 12 countries to experience it first hand. They even got to create their own wine. 35

RESULTS – Global coverage across Norway, Finland, Sweden, Ireland, Russia, Poland, Netherlands and more

2016

Client:

V FESTIVAL V FESTIVAL’S 20TH ANNIVERSARY CONSUMER PR PRESS OFFICE

01 – V Stage 02 – Daily Mirror 03 – Express & Star

Express & Star Friday, April 10, 2015

theticket

The hot news

Shrek at Hippodrome

musical production of the hit movie Shrek will continue to thrill audiences at Birmingham’s Hippodrome during the coming week.

The production began on March 31 and will continue until April 26. The show, which is direct from the West End, is based on the award-winning DreamWorks animation film. Audiences can join the theatre’s unlikely hero and his loyal steed Donkey as they embark on a quest to rescue the beautiful (if slightly temperamental) Princess Fiona from a fire-breathing, love-sick dragon. The production features all new songs as well as cult Shrek anthem I’m a Believer.

Enjoy an evening with award-winning comic

ickets went on sale today for a Wolverhampton headline show by award-winning comic Tim Vine. The funnyman is returning to the city as part of his first stand-up tour in four years.

Venue spokeswoman Crissie Rushton said: “The punslinger is returning with lots of new jokes, silly songs and twitchy dancing. Joke, joke, joke. Prop, prop, prop. Song, song, song. (Sorry the laptop’s jammed.) “It’s time to put the satire on hold and watch a grown man act the goat. Come along and enjoy the nonsense. “WARNING: This show will contain wobbly props, one reference to a panda and a song about getting water in your ear after you’ve been swimming.” Tickets: £24.20 (ticket £22, booking fee £2.20 ) are available from Midland Box Office: 0870 320 7000 or online at www.wolvescivic.co.uk

Superb comedy drama is on way to The Met

harles Dyer’s superb comedy drama Rattle Of A Simple Man will feature at The MET Studio, in Stafford, on Tuesday and Wednesday.

ABOUT

It is being brought to the venue by Opus Theatre. Venue spokeswoman Emma Hogan said: “The story focuses on shy, innocent and middle-aged Percy. He is a bit merry and in a boastful mood and takes a bet from his best mate Ginger that he will go with a prostitute for an evening of pleasure. “Perhaps it’s the beer, perhaps it’s the fun of being down in London with the lads, but he agrees and meets Cyrenne at a club and goes back to her flat. His bravado soon goes when Cyrenne wants to get down to business and he crumbles! “All Percy wants to do is talk . . . and then talk some more. Even a surprise visit from Cyrenne’s brother doesn’t stop him coming back and wanting to explore his feelings even more. “What happens will make you laugh and cry at every turn. Will Percy lose his trousers, his virginity or the bet? It’s going to be a hilarious journey.” Headed by artistic director Gerry Hinks, Opus, the leading Staffordshire-based small touring company is dedicated to providing high standard theatre. Rattle Of A Simple Man is at The MET Studio on Wednesday and Thursday, April 15 and 16, at 7.30pm. Tickets are £10, £8 concessions, and can be booked by calling the box office on 01785 619080 or by visiting www.staffordgatehousetheatre.co.uk

Festival turned 20 last summer. So to help keep V this iconic festival front of paper in the run up to the weekend, we created a series of ongoing PR tactics and ran a hardworking press office onsite at the two locations across the July weekend.

Irish rockers have a big date at V Festival

my perfectweekend stevegarrigan

The countdown has started to the 2015 V Festival and among the main stage stars playing at Weston Park on August 22 will be Kodaline. The Irish rockers will be playing songs from their new number four album, Coming Up For Air, as well as hits from their 2013 debut In A Perfect World. We caught up with Kodaline singer Steve Garrigan to find out what makes their Perfect Weekend. It’s Friday afternoon, what’s on your mind? Usually I’m thinking about our show that night. We don’t really get Friday’s to ourselves anymore, so you kind of have to make up your own Fridays during the week. You’ll often see us in a pub on a quiet Tuesday night when everyone else is home in bed. I’m also a big fan of a box set and my lovely couch.

Kodaline will be at V Festival

this summer

released called ‘74 Creative Strategies for Producers’. It looks at how we make music these days and how we are limiting ourselves, because computers have made it very easy to do anything, but harder to do something special. It draws quite heavily on Brian Eno’s famous cards that he uses to shake things up in the studio.

Who normally has the pleasure of your company at the weekends? Because we travel so much, we are always in each other’s pockets, but the group we have on tour with us now are really like a big family. You can go out to explore with our mad tour manager Lewis or go for a trip to the zoo with our sound engineer Cammy – he loves the zoo.

Where and how do you like to relax? We really do love what we do, so whenever we actually get downtime we will be playing or writing music in some form. It’s not bad when your job is how you want to spend your days off!

How do you prepare for a big night out? We try to pick our battles with drinking these days – we used to think we were invincible, but soon realised that we get to do what we love every night without having to party all the time. When we do go out it takes a lot of prior planning and booking of flights. We love to have our friends with us, so whenever we have a few days off we try to get everyone out and spend time with the people that matter.

“ ” We used to think we were invincible, but soon realised that we get to do what we love every night without having to party all the time

How do you spend your time in the tour bus when you’re on the road? We have a lot of people on our tour bus at the moment, but everyone has their own little routines. We watch a lot of movies and TV shows; we were watching “A Touch of Frost” on the last tour. We also have a mini studio that we bring with us and I usually take over the back lounge with wires. Writing on the road is a great way to keep your mind busy on the longer drives.

Have you got a favourite hobby or unusual pursuit? Vinny is an Avid gamer and has actually built stuff for his Playstation 4 that goes on tour with us – it even has a screen! We love GTA and Watchdogs, and you can’t beat a bit of FIFA on the bus. What’s the most outrageous thing you’ve ever done – or seen – on stage? Probably Ron Jeremy… he just had no business being there.

You’ve just arrived at the bar, what’s your first drink? It’s usually a quick scan of the bar to see if anyone else is having a Guinness. If not, then it’s a Hendrix and tonic. What is the best party haunt that you’ve ever visited? We had a night off in LA once and I had read that Steel Panther were playing, so I made a beeline for the House of Blues on Sunset Strip. I’ve never been to a gig like it since and doubt I ever will. I think it was Ron Jeremy’s birthday as well – he just appeared on stage at one point.

What’s your recipe for the perfect night in? We’re big home birds, so it would probably include a few friends by the fire listening to music and having the craic with a nice glass of red wine.

It’s a sunny Saturday, what are you up to – and don’t tell us you’re working? Most likely, watching Netflix and waiting for someone to make a fry-up if we’re at home. Otherwise just Netflix, and a lot of waiting!

Favourite film of all time and why? Almost Famous – just because I’ve watched it 700-plus times and it still feels classic. I think everyone in a band wants to have been there when it was all happening.

It’s a busy time for Steve Garrigan and Irish rock band Kodaline What album are you listening to at the moment? We’re big fans of James Bay, who is also on the bill at this year’s V Festival. We were at the launch party for his new album the other night, and it’s so great to see how well he’s doing. We had him on tour with us, and he is just a lovely man. What book are you reading and can you tell us what it’s about? I’m reading a book that was just

What’s on your rider? We’re quite healthy on paper, so we usually get sushi and sandwiches. But there’s a secret part of our rider that only comes out at night – we get load out pizzas once our crew is finished, and it’s the closest thing to a family dinner you get on tour. You have the whole weekend off and a wad of cash. Which country or city would you head to? I love New York and I’d love to see what it’s like on the Upper East Side, as we never venture far past the park!

l Kodaline will perform at this summer’s V Festival on August 22 and 23 at Hylands Park, Chelmsford and Weston Park, Staffordshire. Visit www.vfestival.com for tickets.

Bags of talent will hit the stage and deliver all that jazz

ickets have gone on sale for a performance in Stafford by one of Britain’s most popular young orchestras.

NYJO features some of the best, most gifted and talented of the next generation of UK jazz musicians and will be performing a concert at Stafford Gatehouse Theatre this May. NYJO is world-famous as a glittering showcase for the country’s best young musicians. Since NYJO’s founding, by Bill Ashton OBE in 1965, most of the current generation of top British jazz musicians have risen through its ranks, often becoming established jazz stars whilst still

RESULTS The National Youth Jazz Orchestra is one of Britain’s longest-running ensembles for young people under 25 playing big-band jazz. Now celebrating 50 years of existence

playing with the band. One of NYJO’s aims is to share the talents of exciting young players with as wide a potential audience as possible. Classics from big band sit alongside specially commissioned new arrangements by band members and leading contemporary UK composers. From hard-swinging rhythm section to a raft of hugely talented young soloists, this is a big band in fine form. NYJO features 23 musicians and vocal-

ists from around the country, most of whom go on to become professional musicians. Alumni include Guy Barker, Mark Nightingale, Gerard Presencer, Pete Long, Dennis and Winston Rollins, and Amy Winehouse. National Youth Jazz Orchestra are at Stafford Gatehouse Theatre Thursday, May 7, at 7.30pm. Tickets are £17.50, £15.50 concessions, and can be purchased by calling the box office on 01785 619080 or by visiting www.staffordgatehousetheatre.co.uk

– 1,340 pieces of coverage across national, regional, consumer, online and broadcast media, including Guardian, Independent, The Sun, Daily Mirror, Metro, Radio X, BBC Radio 1, Birmingham Mail, Essex Chronicle 36

The Review

2016