Jaguar Land Rover and IKEA
It has been a busy month of PR campaigns, from Heinz teaming up with global-superstar Ed Sheeran, to LinkedIn opening the doors on its networking pub and Stranger Things’ wave of nostalgic stunts. Our favourites, though, include a real life spot the difference and an initiative to inspire a generation.
Jaguar Land Rover
Motivated by the fact that a mere 11% of British engineers are women and only 20% of A-level physics students are female, Jaguar Land Rover wanted to challenge the perception of what makes an engineer. In a charming video featuring primary school-aged children, the students were shown a picture of a car and asked by a woman to draw the engineer who could’ve designed it. Unsurprisingly, they all drew a man. It was then revealed that the cars engineer was in fact the woman who had asked the children to draw the picture.
Why we like it: The video challenges the perception of society and proves that children are subconsciously aware of the gender stereotypes present today, whilst highlighting that women can also be engineers.
IKEA furniture is known for being affordable flatpack, which isn’t something you would associate with bespoke pieces crafted during the 18th Century. However, the Swiss interior brand placed its furniture within the Museum of Romanticism in Madrid and challenged the public to find it amongst the antiques. The experiment proved how contemporary furniture can blend with traditional styles, a key message for IKEA.
Why we like it: Social experiments and stunts are highly effective methods of PR because they demonstrate the point in an engaging and digestible way. In this case, the video shows that several participants were unable to locate the hidden piece of modern furniture. This clearly demonstrates IKEA’s message that its modern furniture design also fits in a classically styled home. It further made for great video content which was shared across social media.