Over the past three months at Paskett PR we’ve been working on a project of Olympic proportions!
Our client, Briggs & Stratton, wanted a campaign to help promote the launch of InStart, a starting system for petrol powered lawnmowers that doesn’t require the traditional recoil pull. So we got our thinking caps on.
The campaign needed to reinforce messages about quick and easy starting, so our first thought was athletes. And sprinters to be precise. This soon evolved into creating an online video campaign of a lawnmower race featuring one of the most iconic athletics team in British sporting history.
Phase 1 quickly soon kicked off. Booking the talent, visiting venues, arranging banners, designing running tops, buying props, writing scripts, arranging storylines, booking hotels – even buying socks!
Two months later, after extensive planning, we found ourselves on a freezing cold track with Kriss Akabusi, Roger Black, Derek Redmond and John Regis – the 1991 World Championship 4×400 metre relay team – and Fifth Gear presenter Tiff Needell. Our aim was to recreate this iconic sporting moment but with a twist. They had to race with lawnmowers!
Then phase 2 began – getting ready for the launch. March has been a very busy month of editing, making social media plans (writing and scheduling what felt like thousands tweets), arranging competitions, making media lists, identifying where best to send the video too, arranging competitions, liaising with the media to secure coverage, and generally coming up with as many ways as possible to help spread the video!
As the pr agency behind the lawnmower race, we soon got used to explaining the slightly bizarre concept to people and now we await phase 3 – the video going live!
See the video for yourself or head to Twitter, the campaign is @4MenWentToMow, using the hashtag of #4x400Mow.