BMW i and the National Trust teamed up to roll out their ‘Create with Nature’ roadshow for the second year as part of an ongoing partnership. The series of workshops demonstrated to visitors how to make beautiful objects out of sustainable and natural materials at National Trust places.

The activation, developed by marketing services and representation agency Wasserman, aims to increase advocacy and consideration for the BMW i3, as well as highlight the benefits of electric mobility.

At the heart of the campaign was a series of free immersive-play workshops which take place at picturesque National Trust places including Buckinghamshire’s Waddesdon Manor, North Yorkshire’s Fountains Abbey, and Attingham Park in Shropshire.

Visitors were invited to get creative using pebbles, plants and wood, to make objects they can take home, including a geometric glass terrarium with a plant inside, a log planter or a framed pressed plant.

Sophie Chiappe, Marketing Communications Manager at BMW i, says: “Visitors to the National Trust care deeply for the natural world around them, and they want to protect and learn from it. These values are part of the i3’s DNA. It may be a technological tour-de force, it may have cutting edge design features, but, at its heart, the BMW i3 is a response to the needs of the natural world, and this campaign is a great reflection of that.”

Jassy Zirger, Corporate Partnerships Manager at National Trust, said: “Like us, BMW i is inspired by nature. It’s championing innovation with its range of cars to make travel more sustainable; this focus makes BMW i an obvious choice as our exclusive automotive partner. This campaign will not only raise awareness of sustainable travel alternatives, but it will also provide a fantastic experience for visitors to National Trust places.”

Ben Knight, Senior Account Director at Wasserman, adds: “Rather than trying to educate visitors with a passive, exhibition experience, the Create with Nature roadshow is taking a more playful and interactive approach that actively engages with visitors. We’re looking forward to hitting the road with the experience this weekend.”

The Create with Nature campaign kicked off at National Trust property Cotehele, Cornwall last weekend. Full details of where further events will be taking place can be found here.

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Leeds-based integrated agency, Brass, has delivered a six figure campaign to raise awareness of innovative stain-proof fabric company Aquaclean within the UK.

With Aquaclean being completely unknown to the UK market, and boasting some strong claims to being completely stain resistant, Brass were tasked with raising brand awareness and creating a campaign that would make people ask for Aquaclean in store when next buying a sofa.

The ‘Kid Kafé’ campaign was designed to celebrate the very essence of the brand, rooted in the notion that Aquaclean is a tool to ‘lifeproof’ your sofa and inspired to showcase this through the eyes of those who truly live a worry free life – kids.

The integrated campaign was delivered through a one day event to launch the first ever Kid Kafé, a café ran entirely by kids. This resulted in the opportunity to create content for multi-channel use that would resonate with Aquaclean’s target audience.

An extensive paid media and influencer campaign utilising the content created at the shoot lead to over 12m media impressions, and a reach of over 235,000 with targeted influencer audiences. The campaign also saw an upward trend in brand searches and 7.7k direct website visits as a result.

Lucy Baird, Head of PR at Brass, said: “With UK awareness being a core objective it was imperative our content worked hard to engage our key audience. We are incredibly pleased with the results generated through the campaign, and what’s more, feedback from John Lewis confirmed that they had seen a 24% YOY uplift in Aquaclean sales following the campaign.

Javier Miro, Marketing Communications Manager at Aquaclean, said: “Working with Brass is a pleasure. Not only was their creative thinking second-to-none, but their strategic approach, insight, planning and delivery went off without a hitch. They really got to grips with Aquaclean as a brand and our audience. The results speak for themselves.”

The full Kid Kafé video can be found here: https://www.youtube.com/watch?v=OyIzPJZRHS0

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