GETTING THE NATION TO WEAR A BLOODY MASK WITH WISE PROTEC
Tech innovators Wise Protec developed and launched a new face mask during the pandemic and we were set the challenge of shouting about the product’s unique ‘anti-viral’ capabilities.
At that time, the UK was one of the slowest European markets to adopt mask use, affecting local sales, and this insight formed the basis of our campaign. It struck us that actually, the population of the UK were behaving very irresponsibly.
Taking inspiration from the popular bedtime book for parents ‘Go The F*ck To Sleep’ narrated by Samuel L. Jackson, we created ‘Wear A Bloody Mask’ – a children’s style, digital storybook aimed at adults.
We decided that people who still chose not to wear a mask had to be told in no uncertain terms to wear a bloody mask! And who better to land this message loud and clear than Brian Blessed, who after battling his own COVID-19 struggles, whole-heartedly got behind our campaign.
Launching on the day the UK went into its second national lockdown, our Wear A Bloody Mask content captured the media’s attention, with 113 pieces of coverage secured during the first week of launch – 177% above campaign KPIs. We increased Google searches for Wise Protec by 90%, and we got Piers Morgan and Susannah Reid to tell people to ‘wear a bloody mask’ five times during a segment on Good Morning Britain. Best of all, we secured Primark as a new retail partner for Wise Protec. The media presence and WoM gained such momentum that the client started retailing face coverings featuring the ‘Wear A Bloody Mask’ slogan on their website