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London Consumer PR agency Spider were appointed by PMS International to drive awareness and sales in the run up to Christmas for their Elves Behavin Badly brand. The brief was to bring the iconic elf duo of Elfie and Elvie to workplaces, social hangouts and homes across the U.K, encouraging the public to get pranking using the naughty elves.

Spider curated an integrated PR and Digital campaign to take the Elves Behavin’ Badly craze to the next level. Centering the idea around office pranking.  The Agency executed a campaign that asked people ‘don’t take your elf to work but they might just show up’.

Targeting the media houses offices and ITV and BBC, the elves caused mayhem. Recruiting Joey Essex in the quest to get ‘double naughty’ these elves went pranking. With a video narrative that saw Joey get pranked in an office and taking to the tubes and streets of London for a stunt with a pair of life-sized Elves, we ensured that everyone snapped and shared #NoElfControl in the lead up to Christmas. Not only was this hashtag utilised to support the video and experiential activation. Furthermore it spearheaded a dedicated social media content stream that encouraged User Generated Content.

Notably with coverage across National, Lifestyle and Broadcast media, including feature pieces on Daily Mail, The Express and Metro as well as the likes of Radio 1, The Jeremy Vine Show and The Last Leg, these elves caused a storm with adults (not just children), all itching to get in on the pre-Christmas fun.

Branded campaign hashtag #NoElfControl reached 4,017,452 accounts