Meet The Producers
Meet the producers. An experiential and events agency.
We are a creative production-house and “in-sourcing” collective of highly experienced producers, powered by our sister award winning independent PR agency PrettyGreen.
The intersection of creative production, technology and dreaming big is where we play.
- Virgin Media: Lean In - Empowering Women in the workplace
- Audible Presents: Spoken Worlds: A festival worth listening to
- Unikitty: The UK’s First Cat Premiere
- SHADOW OF THE TOMB RAIDER LAUNCH
- NERGI – A MINI KIWI BERRY INVASION
- EARN YOUR ARMOUR
- UNDER ARMOUR SERIES
- KINGDOM LAUNCH
- *4x national including Daily Mail Weekend, The Sun, Daily Star and Telegraph/ 2x consumer print including Coach magazine and Shortlist/ 11x online including Joe.co.uk, Esquire and Digital Spy/ 5x Trade including Broadcast magazine, USwitch and TV Vision
- Key Message Delivery: 100% of coverage include key message “Kingdom on Virgin Media (1stApril)”
- VIRGIN MEDIA V6 LAUNCH
- ENGLAND RUGBY FANZONE
- IAAF ATHLETICS AWARDS
- JOHN LEWIS ONBLACKHEATH FESTIVAL
- CONOR MCGREGOR'S NOTORIOUS AIRWAYS
- AUDIBLE’S THE X FILES: COLD CASES
- AUDIBLE’S ALIEN: RIVER OF PAIN
Virgin Media: Lean In - Empowering Women at work.
Inform and educated to Virgin Media’s female staff on what Lean In is and raise awareness of the new Lean In community.
We invited the women of Virgin Media UK to London, to experience an inspiring evening event hosted by leading women in the organisation, to meet, talk and discuss key issues and be inspired and feel supported of one another.
We transformed a blank space into a fully branded relaxed and inspiring environment hosted by Katie Todd, Head of Network Expansion and author / motivational speaker Pauline Saunders (The Worlds Longest Climb). Broken into 4 parts we managed the entire evening across guest list management, welcome speeches, team building workshops, full event catering consisting of tray service and and open bar, a structured keynote presentation & Q&A, finishing off with a lovely goody bag which we designed and sourced product for.
40 invited attendee
Audible Presents: Spoken Worlds: A festival worth listening to
Position Audible as the leader of this rising audio category
Create “Spoken Worlds” - a multi-event festival showcasing a wide range of audio content and appealing to the ever critical London audience.
We created four events throughout September to individually showcase the audio content and encourage a wider conversation with the audience. We sourced unique venues for each event that brought the topic of the audio to life. The festival kicked off with The Butterfly Effect at The Box, Soho with panel discussion around the impact of free porn on the soho sex industry with Jon Ronson (author) and Miranda Sawyer. Followed by West Cork at Lincoln’s Inn discussing the ethics of true crime podcasts. SPIRITLAND hosted Pitch and a discussion around the use of music for good and evil. The festival finished with No Brainer hosted by Ruby Wax discussing the science behind mental health.
The output from each of these events was a podcast that is housed on Audible so members could listen to each discussion.
1 – 231 attendees across 4 events
9 – 1365 social interactions with an avg. Domain authority of 60
90 – 300,000,000 OTS (Including coverage in target key London titles incl. Grazia, Evening Standard, The Times, I and The Independent)
UNIKITTY: THE UK’S FIRST CAT PREMIER
Raise awareness for new series Unikitty and drive tune-in amongst kids (both boys and girls 6-11)
In honour of the brand new, feline-fueled cartoon series Unikitty, we transformed Odeon Haymarket into the UK’s first ever red carpet premiere for real life cats with #cattitude.
For this campaign, we managed the entire red carpet event including the takeover of ODEON Haymarket with Unikitty branding, as well as recruiting all celebrity cats for a full day photoshoot and attending the evening premiere.
Joining our feline-friends on the red carpet were celebrities Stacey Solomon and Lydia Bright, Radio 1’s Chris Stark, and YouTuber Noodlerella, who filmed content for Cartoon Network and her own channels.
1 – 38 human attendees / 11 feline attendees
9 – 27k organic video views / 3.3k organic video likes
90 – 37,837,749 OTS
*Unikitty! launched on Monday 5th March at 6.30pm with an average 1.248 TVR and 115,000 audience (up +234% on previous 4 weeks slot average) the highest rating single play on a pay TV kids’ channel last week.
Becoming Lara Croft – Shadow of the Tomb Raider Live stream
Launch the new SOTTR game to core fans (and new ones)
Create a first of its kind, livestreamed live treasure hunt to find a replica mayan golden dagger (inspired by the game) worth £20,000.
Over the course of the 72 hours viewers were offered clues in the form of a series of Mayan themed puzzles and a close-up that revealed clues to a 3m2 location (using What3Words) in the real world where the real dagger was hidden. We streamed across multiple platforms including Square Enix’s pages on Facebook, Twitter, YouTube, Mixer and Twitch.
To keep the live stream fresh we hosted live spot prizes where viewers could solve the live location and get to there first to receive a copy of the game before its official release.
Key SOTTR influencers also streamed gameplay live throughout the 72 hours which we streamed into our livestream to deliver further engagement and reach.
The dagger was found after the reveal of the 7th clue and the first 20 viewers to the location were entered into a prize draw to win the dagger. All winner received a copy of the game and the overall winner received the 20k cash prize.
1 – 20 winners
9 – Total views across all platforms: 1,323,395 views/viewers
90 - Total viewing time across YT, Twitter, Twitch, Facebook: 14 years, 91 days, 4 hours, 28 minutes
Nergi – A mini kiwi berry invasion
Driving trial of a slightly unusual new food product, Nergi to the UK consumer
Nergi berries are only available for a very short period each year due to their growing cycle so we need to raise awareness and get consumer to trial Nergi in a high impact and accessible way...where we could hit the biggest numbers of consumers in a short period of time.
We headed to where our “on the go” customer is and offer them a handy lunchbox sized treat. The berries are practical thanks to their small size and are ready-to-eat with their skin on, perfect for eating on the go....or at your desk.
On Tuesday 25th September we had the pleasure of introducing over 10,000 Londoners to the newest sweet treat to hit the UK - The Nergi Kiwi Berries.
Sampling in London Waterloo station, across two shifts (morning and evening rush hours) in one of the busiest stations in London, we created mobile sampling with staffing a lightweight easy to use branded sampling trays to spread the word from sunny France to not so sunny London that the new super fruit will soon be available for purchase in the UK and giving commuters the chance to taste it on their journey for the very first time. The berries are practical thanks to their small size and are ready-to-eat with their skin on, perfect for eating on the go!
10,000 sample packs of Nergi distributed- hitting our KPI
Earn your Armour campaign launch
Create a PR stunt to launch UA’s Global "Earn your Armour" campaign around the Rugby World Cup. To capiatalise on the media attention and excitement around the event…without being an RWC sponsor
Use our UA Rugby ambassadors as the driving creative force behind the stunt.
We created a traffic stopping stunt with key Under Armour rugby ambassadors to highlight UAs support of Rugby athletes playing in the RWC. Positioning UA as the base layer to these Rugby players a global creative was developed to go across all challenge to support a wider sales message around base layer. We took this creative and transformed a container into a floating billboard – under the narrative that the Base layers where being shipped into London for the RWC
Our Under Armour container was shipped down the Thames from Twickenham to the East End showcasing the “Earn Your Armour” creative of Under Armour’s rugby ambassadors and their country’s shirts.
At the pinnacle moment as the container passed under the bridge, the images of the players’ country shirts were ripped away to reveal the ‘Earn Your Armour’ baselayer creative which were worn by UA Rugby ambassadors during the RWC 2015 and revealed the players’ literal under armour!
1 - 50 invited media
9 - 1.7M total social reach of hero image via Under Armour and ahtlete channels
90- 660m OTS including Daily Express and Daily Mail
Under Armour Series Launch
Launch Under Armours sponsorship of the inaugural Under Armour Series to an audience outside of Wales.
Our solution was to bring the UA Record app to life and highlight the intense training of a pro rugby athlete – and then relate it back to everyday health and fitness.
We created a life-sized real world version of the app that showcased the four quadrants of the app and used our exclusive access to WRU players to give insight into the innovative training regime
We utilised limited time with the WRU players and expert coaches to conduct over 25 interviews in two hours with media from around the UK and super fans
1 – 25 interviews
9 – 710k impressions
90 – 267 million OTS
*Total attendance for the series was 235,042, above the average when compared to the previous decade
Virgin Media’s Kingdom Launch
Launch Virgin Media’s new show Kingdom to media with no access to talent.
The show centers around an MMA gym..called Navy St. So we transformed a venue in London into Navy St for the night complete with cage! We themed all activates, food and drink around the gym including protein cocktails.
As we couldn't get access to talent from the show, but wanted to event to feel as authentic as possible, we worked with real life UFC champion Brad ‘one punch’ Pickett and his team to deliver MMA fights and sparing sessions so media could learn more about the sport…and have a go!
All media entered through the locker room where they got their hands wrapped by our coach and got to hear a bit about the show and MMA, then they headed to the bar to watch the workshops and fights and then enjoy the pilot of the new show.
1 – 100 media & Stakeholder guests
9 – 437,100social mentions #KingdomonVM
90 - 153,896,665 OTS
Virgin Media V6 launch
Launch the biggest innovation in streaming technology from Virgin Media to key industry stakeholders, peers and media
Create a buzz with VM staff and celebrate the launch.
To launch Virgin Media’s game changing V6 box for industry leaders, staff and media we created an exclusive invite only event at the stunning (like the V6 box) Landing 42 in London.
The event was uniquely Virgin media with the brand personality running through all elements of the event design and guest journey.
Guests were invited to come along early for a relaxed breakfast followed by an interactive presentation showcasing the capabilities of the V6 box delivered live on screen and hosted by the perfect double act of Andi Peters and David Bouchier (Chief Digital Entertainment Officer).
Guests then got hand on with the V6 box and technology for the first time in addition to technical one on ones with key Virgin Media staff.
The launch finished with a staff presentation and a big party to celebrate the launch hosted by celebrity DJ Trever Nelson.
England Rugby Fanzone
Create an event for all ages to celebrate the RWC and encourage active engagement with Rugby and Rugby based activities
Reward ticket holders and entertainment them in the run up to the match – create a full days event around the match
Following a competitive tender, we were engaged by England Rugby 2015 to design, build and activate the Wembley Park Fanzone, a place where Rugby fans could make the most out of their 2015 Rugby World Cup experience.
We worked with RWC sponsors to deliver a range of activations onsite including Mastercard, DHL, Land Rover and Coke.
We curated and produced a schedule of live interactive and participation events from cultural and rugby partners including Haka performers, Irish dancers, cheerleaders, tango performances, Romanian folk music performances and demonstrations from Kilburn Cosmos and GB Wheelchair Rugby.
Operated the bars with RWC sponsor Heinken and Grants and sourced a selection of food traders that delivered the ethic foods of the participating teams.
Fanzone was live across two games New Zealand v Argentina & Ireland v Romania.
1 - 40,000 Fanzone attendance across 2 match days
9 - 178,286 Match attendance on 2 days
90 – 4 billion OTS (TV coverage based on ER2015 media report)
IAAF Athletics Awards
The IAAF wanted to revamp and moderise their awards concept putting athletes firmly at the heart of the event.
Attract more athletes and their teams, member federations, potential sponsors and media to attend
Firmly establish the IAAF Athletics Awards as the awards every athletes wants to win
Reduced length of awards and reduced number of categories
Designed a new creative identity for the awards, delivering a simple and effective creative that puts the athletes at the heart that carries through all show design, marketing and media touch points.
Designed a new creative identity for the awards, delivering a simple and effective creative that puts the athletes at the heart that carries through all show design, marketing and media touch points.
Worked as Executive Producer and show designer for the IAAF Athletics Awards 2016, 2017 and 2018 in Monaco we worked as an extension of the IAAF’s internal team and Prince Alberts Royal Protocol team to produce and direct the show live ensuring every element of the awards ran smoothly.
2016 - 600 athletes, sponsors, IAAF family (staff), Partners, royal delegation, media and broadcast
2017 - 600 athletes, sponsors, IAAF family (staff), Partners, royal delegation, media and broadcast
2018 - 600 athletes, sponsors, IAAF family (staff), Partners, royal delegation, media and broadcast
John Lewis ONBlackheath Festival
Create a festival experience drive re-appraisal of the brand by targeting a younger demographic in a festival environment through entertainment and food.
Create a festival experience for myJL cardholders to reward and encourage new sign ups onsite
Ensure John Lewis values are communicated throughout the festival experience – multiple touch points (create brand love)
For the Fourth year we have activated John Lewis’s headline sponsorships of ONBlackheath festival.
Designing two beautiful John Lewis hospitality areas within the festival site, where guests and consumers could relax, eat and enjoy great views of the main stage. Programmed and managed the John Lewis Food Village including John Lewis Chefs Stage with talks and demos by the hottest UK chefs, John Lewis Chefs Club Banquet which offered a sit down dinner experience and the John Lewis Cookery School in partnership with Electrolux.
Acted as brand guardians to ensure that John Lewis touch points ran through all areas of the festival from entrance to exit.
1 - 22,000 festival-goers per day (54k over the weekend)
9 - 55,000 social engagements
90 - 1.5million reach
Conor McGregor’s Official Private Jet ‘Notorious Airways’ Takes Off For Las Vegas
Leverage the Betsafe sponsorship of the Connor McGregor fight to drive NDCs (new depositing customers) and deliver PR coverage around the sponsorship with key UK and Scandinavian titles.
A once in a lifetime, all expenses paid trip to Las Vegas to see Connor in action.
We created Connor McGregor’s private jet - ‘Notorious Airways’ to take 32 lucky competition winners, fans and Betsafe Ambassadors Tony Bellew, Jimi Manuwa, Emil Meeks and boxing promoter Eddie Hearn out to his historic fight with Floyd Mayweather at the T-mobile arena in Las Vegas
‘Notorious Airways’ sent a strong pre-fight message on its departure depicting a giant image of Connor alongside a reminder of the odds #49to1 that Betsafe were offering on the fight which was sold into media.
To surprise his guests onboard, McGregor created a surprise ‘plane safety video’ message for all 32 passengers to ensure those on-board travelled safely and adhered to ‘Notorious Airways’ private jet ‘rules and regulations’.
1 - 24
9 - 25,000
90 – 3.9 Billion…
*Campaign was over 600% more successful than any other Betsafe campaign
*On the day of fight, the UK received 37.5k NDCs, over 25k more than their overall 18-month target.
Audible's The X-Files:Cold Cases
Create a launch to drive PR coverage for a new audible book that can be experience in the real world primarily through sound. With no assets and no access to talent.
An exclusive immersive code breaking experience for media and consumers to be part of the alien-themed mystery.
Putting guests at the heart of the action and brining them up close and personal with extra-terrestrial life forms including Flukeman!
Hosted at the Old Post Office Tunnels guests made their way through a series of rooms and tunnels by finding clues and cracking the mystery all delivered through the Audible audiobook narrative.
Once they had solved all the clues and made their way out of the tunnels they joined a Q&A with former Ministry of Defense and UFO expert Nick Pope, a self-confessed ‘real life Fox Mulder’ and Audible director Dirk Maggs.
1 - 120 attendance
9 - 175,160 Influencer Instagram reach
90 - 142 million OTS
Create a launch to drive PR coverage for a new audible book that can be experienced in the real world primarily through sound. With no assets and no access to talent.
A ‘first of its kind’ audio experience hosted at the Royal Observatory’s Planetarium for guests to have the first listen to Audibles new short form audio drama, Alien: River of Pain, adapted for Audible from Christoper Golden’s 2014 novel.
Guests enjoyed an exclusive audio edit that was played to a live visual exploration of the universe that took them to what could be the planet that inspire the book.
The exploration was delivered live by renowned Astronomer Tom Kerss, who gave an exclusive talk on the possibility of our discovering exoplanets post the audio screening.
The evening culminated in the audio drama being beamed up to space for aliens and earthlings alike to intercept! A first!!
1 - 250 guests including media, celebrities and key stakeholders
9 - 800,000 social reach
90 - 1.4 million
*20 pieces of coverage
*2017’s highest downloaded original Audible book
Why we set up The Producers
Born from a world of PR and social shareability we feel the event and experiential agency model is ripe for a different approach and a more efficient ROI.
We create content focused, shareable brand experiences that deliver ROI through our proven process. We call it...1,9,90.
Our nimble and flexible approach also means we don’t carry overhead (which means lower fees), and we can react quickly to briefs.
Why use us?
Working with our sister PR agency PrettyGreen we fundamentally understand how to create content that is shareable. We have simply applied this lens of delivery and output to experiential.
We have all worked in agencies, been freelancers or come from client side, so we know all the ins and outs of the client agency relationship and can help you cut through weighty agency processes and minimise those sometimes chunky agency fees.
Think of an event and we’ve probably built it, dressed it, show-called and directed it.
Whether that’s an immersive VR experience, an award show, a press launch, a photo-shoot, a party in a field, a festival for 50 thousand people, a product launch, an intimate dinner, a trade show or multi-room conference…
We’re pretty sure we’ve done it.
We have a collective of Experiential and Content producers and event planners permanently on hand to help work through your requirements, bringing in the right experts as and when.
If LIVE event technology is your bag we have a network of project managers, digital VR specialists, live stream engineers, directors and video editors on hand who can slot into or bolster your team.
How do we charge?
Efficiency and value is what we've based our business on, alongside ensuring we deliver.
We can offer full production team support to work alongside your in-house teams or we can parachute in (or more likely use the front door) and sit within your in-house event and marketing team, helping to bolster existing skills with our expert “producer” power.
We can charge by the day, by the project, or by the hour; we work with you to find the right solution to fit your budget and scope, and we can invoice you weekly or monthly depending on the scope.
And we’re so confident in our ability, we offer a money back guarantee* (*always read the small print - your home and your dog is at risk)
So how do we get started?
It’s just a case of picking up the phone, bashing out a quick email or jumping on a FaceTime call.
Let us know who you are and what you need.
Ideally we like to do this face to face so we can really get under the skin of your brief, ask you all those annoying difficult questions and then allocate the right producer or production team for the project.
Then it’s all systems GO!
Thank you so much for helping us get Friday across the line. Unalloyed good feedback all round. In my sport, believe me that’s unusual! It was such an important moment on the return journey.
Lord Seb Coe, IAAF President
Quite simply, you have absolutely smashed it. This has been the most successful campaign the Betsson Group has ever run (globally).
Matt Parkes - Head of Brand and Creative Betsafe
The venue, the production, the food, the dressing, the view, the weather, the artwork, all looked stunning – thank you for your stellar work, patience and ability to make miracles happen.
Verity Henderson - Former Senior Media Relations Manager Virgin Media