Lead agency: Frank PR
Client: Camden Town Unlimited
Other agencies: Saatchi Mobile
Who came up with the idea?: Frank PR
Who signed it off client-side?: Simon
Pitkeathley
Following the sobering events of the London Riots, it was going to be a tough job trying to bring the city back out of the doldrums of arson, assault, and looting.
Frank PR and Camden Town Unlimited joined forces – with a little help from Saatchi Mobile – to create a location-based Camden Town mobile app to reinvigorate the scene.
The three main points of interest that the app covered were Fashion & Shopping, Music, and Food & Drink. Each category had its own channel on the app, with a celebrity curator.
Wayne Hemingway covered Fashion, Food Network’s Andy Bates represented Food & Drink, and Madness’ Suggs hosted the music aspect.
And my, did the app do well.
Via coverage (either on or offline), over 121 million opportunities to see the app were achieved. As of December 2012, 46,287 consumers in the target demographic have downloaded the App. And Camden Town has a powerful mobile engagement platform to evolve and build on in the future.
The App has been included by the App Store since July 2012 within its recommendations for visiting London – something that can only be earned, not negotiated or bought.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). Deadline is now 8 February 2013, although if you can get things in earlier, that would be good.
Comments