The Royal Society
The Royal Society is a fellowship of many of the world’s most eminent scientists and is the oldest scientific academy in continuous existence, created in 1660. 80 current Fellows are Nobel Prize Winners. The UK headquarters are based in central London, overlooking the Mall and St James Park.
Challenge
To promote the historic London headquarters building to the hospitality sector for private hire whilst staying true to its scientific heritage.
Activation
Introduced PR partner, Epicurus to jointly create a campaign - Thought for Food - to promote the venue for hire to corporate event bookers and private individuals. Devised a research, peer lead by Royal Society scientists, to find the greatest invention in the history of food. Polled fellows for their responses and determined the winning invention was The Fridge.
Launched the findings to the media and showcased the campaign at an event in the venue.
Event
Contacted fridge manufacturers to loan a variety of fridges throughout history
Contacted Nails Inc, nail varnish brand to loan 40 boxes of nail varnish to fill one fridge (to promote most unusual item kept in a fridge)
All food was served chilled, including displayed inside the fridges
Guest speaker: Lucy Cavendish, ex The Observer’s Food Monthly (national broadsheet weekend publication) who had a regular feature with celebrities ‘What’s In My Fridge’
Success
Generated £500k+ of media coverage
Cost less than 5% of media value
Made The Times (front page, leader column & DPS)
Splashed across all national media & BBC radio with 25 national news reports
MSN took the news global
Listed on the first 15 pages of Google
100+ potential customers attended event