Saturday, 11 September 2010

SUMMERS MOURNING, the pioneer in online insurance, launches a fun campaign to celebrate the end of the summer. Using social media and supporting display campaign, calls on users to upload their favourite photos to its Facebook appfrom 27 September-10 October. The photos aren’t the usual shots of people partying: the call is for the saddest faces to “mourn the passing of the British summer”. Users will also be able to download a playlist of the best of the summer festival music.

The gallery of sad faces will feature on the Facebook page, updated in real-time, and can be linked to users’ own Facebook pages. The winner of the best “mourning” face will be announced w/c 11 October, judged by and will win a Red Letter DayTM experience day voucher worth £300; further prizes include 20 Spotify premium accounts worth £2,400.

The interactive campaign including display advertising, social media activity and advertising in casual games; was devised and conceived by’s digital agency Steak. Steak also designed and developed the “Summer Mourning” Facebook application.

Visitors to the Facebook page can download a best of the summer festivals top 25 tracks, voted by music fans, from a playlist devised by, Absolute Radio and Steak. The list is available for free download via Spotify from 27th September.

Tina Shortle, Marketing Director of Swiftcover says, “We’re excited that social media remains at the heart of this campaign. Last spring, our ‘favourite tracks of the summer’ playlist successfully encouraged sharing between Facebook users, and with the success of this year’s summer festivals; the Summer Mourning campaign and its best of festivals playlist is a fun way of engaging with our audience around the popular subject of the end of the British summer through posting up sad faces. We’ve been delighted to partner with Absolute Radio and Spotify to create Britain’s favourite festival music playlist and it’s been great to see Facebook users take part to vote for their favourite tracks.”

John Barton, Head of Planning and Social Media at Steak says ” Music and summer festivals are effective passion points for the demographic and form the basis of our content strategy and Spotify playlist voting campaign. is utilising social channels to interact with their audience in an accessible way. People love to share their photographs and then ‘upload a photo to enter’ format is effective for community building. However this format is nothing new. We wanted to close the summer strategy in a different, fun and memorable way by poking fun at the winter blues after an amazing summer of music festivals with and Absolute radio.”

Kate Hussey, Head of Display at Steak says “We are once again excited about extending the field of our current social activity to further develop a relationship between consumer and client. We believe that integration between all digital and other advertising channels is crucial to gain stand out, but essentially, it’s finding a connection with your consumers that will gain, the all important, traction. We are delighted to partner with a client who is constantly pushing the boundaries of building consumer relationships through digital”.

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