We were recently thrilled to collaborate with leading PR agency, Weber Shandwick, to help execute its ‘Voice of the Nation’ activation for Ring Doorbell.

Weber Shandwick reached out to us to discuss how we could bring their campaign, to find the Scottish voice of Ring Doorbell, to life.

Touring across three of Scotland’s largest cities – Aberdeen, Edinburgh, and Glasgow, the campaign gave the general public the opportunity to take part in on-the-spot auditions, which is where Weber Shandwick sought Social Jungle’s expertise.

The Brief

When Weber Shandwick initially engaged with us, its brief was the production of a physical front door build, onto which a Ring Doorbell would be fitted, facilitating on-the-spot audition from shoppers in Unions Square (Aberdeen), St James Quarter (Edinburgh), and Silverburn (Glasgow).

As conversations between our two agencies progressed, the brief soon began to expand, increasing from just a door, to the addition of a front garden, and branded elements, such as a doormat. Furthermore, the expanded brief also included deliverables such as providing event staff, and creating a short video for use post-campaign.

Upon receiving the final brief, our production team created CGI mock-ups of the proposed door design, including themed elements, such as the garden scene. After a few iterations of the design, we finally received sign-off and were able to begin bringing the concept to life.

The Solution

Our production team created a schedule of works, inclusive of milestones which, once signed-off, kicked the build off.

While our production team began creating the front door element of the activation, our events and theming team began designing the front garden; this included sourcing artificial shrubbery and grass, a branded doormat, and also utilising white picket fencing. Once the appropriate elements were identified, they were submitted to the client for final sign-off.

With regards to the build element, there was more to it then just building a door. A storage unit was built into the back of the door, which is where the tech required for the activation was housed – this included a battery pack, a mounted GoPro, and a wireless microphone receiver. These tech elements were required to ensure the highest quality auditions were captured.

As part of the production process, it was also key to make sure the build was on-brand. This meant that as well as having the likes of a branded doormat, the door itself also had to be on-brand. To facilitate this, our team colour-matched the ‘Ring Doorbell blue’ and got paint specially mixed so it would adhere to Ring Doorbell’s brand guidelines. Furthermore, through our vinyl wrap service, we were able to add the Ring branding to the front of the door (along with the rear for the benefit of those approaching from behind).

Prior to the first weekend of the activation, a full build run-through was undertaken, for final client sign-off, and then it was time to find the Scottish voice of Ring Doorbell…

Each of the three activations (Aberdeen, Edinburgh, and Glasgow) followed a very similar plan of attack. Once the activation was set up, our event team were on hand to encourage passersby to take part, and once in the ‘front garden’, explained to them how the activation worked.

In addition to encouraging participation and explaining the Voice of the Nation campaign to the public, our event team also obtained signed audition forms for participants, to ensure Ring Doorbell was able to use their voice, should they be selected as the Scottish voice of Ring Doorbell.

Once everything was explained to participants, they were given a short script to read from, counted in, and then their audition remotely recorded, using our concealed GoPro camera and wireless microphones.

This process was repeated across three consecutive weekends, providing Ring Doorbell with a diverse array of auditions for their judge, Edith Bowman, to review.

The Results

Through the collaboration between ourselves and Weber Shandwick, the Voice of the Nation campaign was a great success. Over the three weekends, our event team interacted with thousands of shoppers, managing to capture hundreds of auditions for Bowman to judge.

Moreover, our activation grabbed the attention of all those who passed by and worked as a great way to raise awareness of the Ring Doorbell brand as a whole, as well as the Voice of the Nation campaign, with various shoppers commenting on how striking the activation was.

Contact Us

If you’d like to talk to us about delivering a similar activations for your next campaign or event, or would like to discuss other concepts, please get in touch. And if you’re not sure which sort of activation would be best suited to activity, don’t worry, our experienced team can discuss this with you to help you find the best solution for your needs.

Furthermore, we have plenty of other activations and ideas which are ideal for an array campaigns and events.