NAME:
Becky Slater
JOB TITLE:
Managing Director and Founder
COMPANY:
Shine Creative Solutions Limited
Strong but milky!
I love the theatre industry and always have; I love coming up with ideas that I’m always told will never be able to happen and then show how they can work and create a positive marketing response in terms of consumer reaction. I also love to constantly be pushing boundaries for activations across all different mediums.
Trying to get the formula right for a perfect team to do this is something that I’d thought about for years and knew the mix of skills I needed so wanted to be in control of shaping that team and then watching excitement around each new activation idea being developed. Advertising in the theatre industry had always been a wonderful mix of straight advertising and PR and I really felt that there was a gap to fill which was a more creative, story-telling disruptive role to complement all else going on. And so…Shine was created!
Ooo.. that’s a tough one… i’ve got a few and not sure i can choose as what we do is so different so every thing we do offers something a little bit different.
Charlie and the Chocolate Factory and the London Eye - creating ‘the view of pure imagination’ . We wanted to unlock the Merlin database and create a stand out moment with London Eye. To be able to do that , we had to create something that Merlin could sell. We installed a ‘Chocolate factory’ into the glass box at the foot of the London Eye (known as the Tension Base) as a photo moment, ran video content on all screens alongside the queues which played show footage and created an experience where youngsters had to design a sweet before getting on the Eye, got on with a Charlie-themed goody bag and then we’d inserted giant sweet images on rooftops in the view that children had to find and fill in a form saying where they were to be in with a chance of winning tickets to the show. The cast recorded a message (the news reporters from the story) setting out the various tasks to the ticket buyers. It meant that we could run offers to the Merlin database and turn the London Eye purple for max stand out (in line with the show colours). They launched a co-branded ad campaign and we even got the cast down to the site for a press call and photo shoot.
The Lion, the Witch and the Wardrobe and London Zoo - we wanted to see if we could unlock London Zoo data to be able to target with an offer for The Lion, The Witch and the Wardrobe, and really show the link between the lion enclosure and the show’s lead character, Aslan. London Zoo would only allow us exposure on site if we were inputting into an enrichment programme for the animals. We created a lamppost scratching post, got it professionally inserted into the ‘Land of the Lions’ and then smeared it in meat to ensure that the lions interacted immediately. We got press photographers to the site before we let the lions back into the enclosure and then had official photos of the lions interacting with their new scratching post. That press moment unlocked on-site poster exposure launching a competition and being able to go to London Zoo data.
The Lion Kings Cross - we changed the roundel at the front of Kings Cross Station to ‘The Lion Kings Cross’ , unlocking PR coverage, an in-station cast performance, the tannoys being voiced by Rafiki and ad presence across the station, alongside a mini exhibition of the show within the station.
Involvement
Interaction
(Heightened) excitement
I’d love to be a primary school teacher although I’m a bit worried I’d be a bit like Mr Poppy in Nativity!!! At Shine I love thinking about marketing activations with child-like enthusiasm and get really excited once projects are being developed and then by people’s reactions when things are live. In lockdown, I loved working out what I needed to teach my girls and then planning activities as I would in marketing to ensure they got enthralled in projects and mini activities I’d set up at home. Instead of taking away a subconscious marketing message, they took away some level of learning. I’d love to work out ways of making education as fun as possible yet make a difference to the learning of multiple little people.
As you can imagine, Shine Creative Solutions are rushed off their feet working on incredible partnerships and activations for theatre land, so we want to say a huge thanks to Becky for making the time to chat with us!
We'll be back soon with more instalments from more inspirational people, so keep your eyes peeled! If you'd like to put yourself or someone you know forward to feature on a future Brews & Qs, get in touch!
NAME:
Becky Slater
JOB TITLE:
Managing Director and Founder
COMPANY:
Shine Creative Solutions Limited
Strong but milky!
I love the theatre industry and always have; I love coming up with ideas that I’m always told will never be able to happen and then show how they can work and create a positive marketing response in terms of consumer reaction. I also love to constantly be pushing boundaries for activations across all different mediums.
Trying to get the formula right for a perfect team to do this is something that I’d thought about for years and knew the mix of skills I needed so wanted to be in control of shaping that team and then watching excitement around each new activation idea being developed. Advertising in the theatre industry had always been a wonderful mix of straight advertising and PR and I really felt that there was a gap to fill which was a more creative, story-telling disruptive role to complement all else going on. And so…Shine was created!
Ooo.. that’s a tough one… i’ve got a few and not sure i can choose as what we do is so different so every thing we do offers something a little bit different.
Charlie and the Chocolate Factory and the London Eye - creating ‘the view of pure imagination’ . We wanted to unlock the Merlin database and create a stand out moment with London Eye. To be able to do that , we had to create something that Merlin could sell. We installed a ‘Chocolate factory’ into the glass box at the foot of the London Eye (known as the Tension Base) as a photo moment, ran video content on all screens alongside the queues which played show footage and created an experience where youngsters had to design a sweet before getting on the Eye, got on with a Charlie-themed goody bag and then we’d inserted giant sweet images on rooftops in the view that children had to find and fill in a form saying where they were to be in with a chance of winning tickets to the show. The cast recorded a message (the news reporters from the story) setting out the various tasks to the ticket buyers. It meant that we could run offers to the Merlin database and turn the London Eye purple for max stand out (in line with the show colours). They launched a co-branded ad campaign and we even got the cast down to the site for a press call and photo shoot.
The Lion, the Witch and the Wardrobe and London Zoo - we wanted to see if we could unlock London Zoo data to be able to target with an offer for The Lion, The Witch and the Wardrobe, and really show the link between the lion enclosure and the show’s lead character, Aslan. London Zoo would only allow us exposure on site if we were inputting into an enrichment programme for the animals. We created a lamppost scratching post, got it professionally inserted into the ‘Land of the Lions’ and then smeared it in meat to ensure that the lions interacted immediately. We got press photographers to the site before we let the lions back into the enclosure and then had official photos of the lions interacting with their new scratching post. That press moment unlocked on-site poster exposure launching a competition and being able to go to London Zoo data.
The Lion Kings Cross - we changed the roundel at the front of Kings Cross Station to ‘The Lion Kings Cross’ , unlocking PR coverage, an in-station cast performance, the tannoys being voiced by Rafiki and ad presence across the station, alongside a mini exhibition of the show within the station.
Involvement
Interaction
(Heightened) excitement
I’d love to be a primary school teacher although I’m a bit worried I’d be a bit like Mr Poppy in Nativity!!! At Shine I love thinking about marketing activations with child-like enthusiasm and get really excited once projects are being developed and then by people’s reactions when things are live. In lockdown, I loved working out what I needed to teach my girls and then planning activities as I would in marketing to ensure they got enthralled in projects and mini activities I’d set up at home. Instead of taking away a subconscious marketing message, they took away some level of learning. I’d love to work out ways of making education as fun as possible yet make a difference to the learning of multiple little people.
As you can imagine, Shine Creative Solutions are rushed off their feet working on incredible partnerships and activations for theatre land, so we want to say a huge thanks to Becky for making the time to chat with us!
We'll be back soon with more instalments from more inspirational people, so keep your eyes peeled! If you'd like to put yourself or someone you know forward to feature on a future Brews & Qs, get in touch!
