TSB Facebook: Consumer Campaign
TSB tasked us to provide a consumer prize campaign that helped people reward their dads, giving them something back for everything they’ve put into their family relationships, just in time for Father’s Day. Our role was to create a completely bespoke once-in-a-lifetime experience for a deserving family, based on a written Facebook entry. We were challenged with building a trip that emotionally resonated with the winner based solely on their 182-word entry. And on top of that, we had to overcome the issue of creating, arranging and fulfilling the entire experience in just four weeks.
TSB believes that the more you put into a partnership, the more you get out of it, and what you get out of it is what TSB call ‘Plusness’. TSB has a strong heritage of rewarding people who, like them, really put a lot into their relationships, sharing ‘Plusness’ with people who truly deserve it.
The experience needed to be more than a prize. More than a trip. It needed to turn a customer into a fan and connect the brand to the consumer on an emotional level.
To create something truly exclusive, we embarked on a multi-faceted approach. This included an important charity angle, a love of art and a lust for sport. We built an experience that gave the winners all these elements and so much more. We prepped every touchpoint on the trip with the background of the promotion. Hotels welcomed them as ‘guests of TSB’, guides were handed a copy of winner Harrie’s emotional entry, while the LA Dodgers Coach was briefed to introduce her Dad to the team. We managed two film crews, a fire crew, neighbours, agencies and local press for the duration of the project – all whilst keeping everything a secret from Harrie’s Dad – we were as proud of the experience as she was of her father.
“When I entered the competition, I just thought it was a way of expressing how I feel about my dad. The fact that my little paragraph had won made me so proud! The trip was so special, my dad and I still talk about it. I really cannot thank TSB enough; it has brought us closer than we ever could have imagined. A truly life-changing event. I’m now a lifelong fan.”
As this was the first piece of activity of its kind that TSB had ever run, the pressure to deliver was immense. All potential activity was based on the ROI delivered by the Father’s Day Experience. The competition numbers were impressive, with 308,200 campaign video views, and a huge 1,200 personal comments on the video. The launch post reached over 1,000,000 people globally. Winning the IPM COGS Gold Award is testament to the success and impact of the campaign.
“Working with Black Tomato was a brilliant experience from start to finish, they managed the whole process seamlessly, took the time to understand our brand values and the essence of our #ShareThePlusness campaign. [It was] a standout campaign for all of us involved and that we are all proud of, and had fun being part of.”
Social Media Campaign Director