Clipper Round The World Yacht Race. How did Brandwave engage with the public emotionally?
"Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did". Wise words from adventure company Clipper, who every other year hosts a race where amateur sailors compete to be the first team to make it around the world. Since 1996, the Clipper Race has enrolled over 2,000 participants with around half having no previous sailing experience.
There is an even balance between male and female contestants, and there is no upper age limit. All that is required is strong commitment and a thirst of adventure. Those who are chosen are enlisted onto an intense sailing course before they set off on the journey of their lives alongside several others who also work in everyday jobs.
It is very easy for people to get stuck in a daily routine, rinse and repeat, always knowing what they will be doing next. Clipper had to find a way to reach out to every member public and make them realise that there are only so many times a once in a lifetime opportunity comes along, and you have to grab it before it goes.
You may recognise these posters if you are a commuter on the London Underground from 2014 and 2015. They were decked along the walls of the most popular stations and each of them show a regular member of the public on the left half of the poster, and the other half is them deep in the action on the boat.
It demonstrates to audiences that they too could be involved in the same adventure, there is no difference between them and the people they see on the poster. The campaign has the tagline ‘Achieve Something Remarkable’ – it is inspiring and connects the daily grind to something extraordinary and inspiring. There is no need to advertise the benefits; its audience should instead feel the need to promote themselves to Clipper. The marketers responsible for ‘Achieve Something Remarkable’ were Brandwave, and the campaign earned them nominations for the Marketing Excellence Awards and the Celebrating Digital Excellence award.
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