MARTINEAU PLACE
When shopping and cafe destination Martineau Place asked for a high profile campaign to tempt jaded city workers away from their desks at lunchtime, we knew the best way to engage their target market was through empathy and imagination. And so ‘Long Live Lunch’ was born.
WPR’s campaign to restore the sanctity of the lunch hour kicked off with a Facebook group dedicated to the cause, followed by a survey to find out who milked their 60 minutes for all it’s worth and who spent it chained to their desk. The campaign culminated in an attention-grabbing ‘Long Live Lunch’ protest targeting Monday morning commuters, complete with placards, loudspeakers and rallying cries.
Our protest was the talk of the town among the city’s networking community, receiving over 230 hits on You Tube, while our Facebook group swelled to 150 members. We even took over the airwaves, signing up BRMB as our media partner, and secured some top quality print coverage into the bargain too. Not only that, but workers ditched their desks in droves, with footfall up a whopping 20%.
Check out the footage online: http://uk.youtube.com/watch?v=nbwbxb_F0RU