FIELDCRAFT STUDIOS | Sahara with Sir Ranulph Fiennes

Marie Curie

Sahara with Sir Ranulph Fiennes

CASE STUDY

We run media, filming and digital campaign live from the Sahara Desert

OUR RESULTS

  1. 75% of all UK adults saw our coverage in the media and online.

  2. Raised £2 million for Marie Curie.

  3. Multiple live-broadcasts from the Sahara for BBC Breakfast.

  4. 1,700 bloggers sharing content.

We managed the media, filming and digital campaign live from the inhospitable Sahara Desert with explorer Sir Ranulph Fiennes as he undertook the gruelling Marathon des Sables – the toughest footrace on earth – to raise funds for charity Marie Curie.

Our brief was to tell the dramatic story, in real time, whilst driving digital engagement, media coverage and ultimately donations.

We travelled to the Sahara Desert with Sir Ranulph Fiennes and set up camp ready for six days of extreme filming and live broadcasting: preparing content for both social media and broadcasters including our media partners BBC Breakfast and the Telegraph.

Watch: Come behind the scenes with Fieldcraft Studios and Sir Ranulph Fiennes in the Sahara Desert

You are world class at what you do. I wish I’d known you years ago.

Sir Ranulph Fiennes

For five days we filmed Sir Ranulph as he completed this gruelling challenge.

Every day we shot, edited and transmitted a video diary and a set of photographs for The Telegraph, our print & online media partner.

We also transmitted a daily set of photographs back to Marie Curie for their social media channels and for sending out to further press outlets in the UK.

Our entire media operation from the desert relied on satellite communications.

Every day we also prepared a b-roll package with the most compelling shots for BBC Breakfast and other broadcasters.

Producing live outside broadcasts, especially in difficult or remote locations, is one of our specialities.

Fieldcraft Studios set up a partnership with satellite company Inmarsat who kindly provided equipment, connection and technical support. This enabled us to produce live broadcasts for BBC Breakfast, Sky News, ITN News among others.

We worked closely with the Marie Curie PR team and an incredible 75% of all UK adults saw our resulting media coverage.

Every national broadsheet and tabloid in the country covered the story as did the major broadcasters.

This type of blanket coverage is testament to Sir Ranulph Fiennes’ popularity – but it was enabled by having our specialist team on the ground who were able to report in realtime with rich media content.

Watch one of our live broadcasts into BBC Breakfast

Influencer outreach

We have been working with influencers since 2010 when we staged the UK’s first charity overseas trip for bloggers for Save the Children.

For Marie Curie we put together a bloggers events at Kingston University where Sir Ranulph was training in the heat chamber. Our team of blogging / vlogging ambassadors helped to share the content live from the field.

In total our influencer campaign saw 1,700 bloggers sharing content and writing about the campaign.

Innovative storytelling

We’re always looking at new ways to tell stories that will generate public engagement and media coverage.

For this campaign we trialled storytelling using data from wearable technology.

We put together a partnership between the sports science department at Kingston University and the Media Innovation Lab at Lancaster University.

Together we built a dashboard that tracked Sir Ranulph’s vital statistics throughout the race.

The dashboard was updated daily with rich media content straight from the field, Sir Ranulph’s vital statistics and importantly, expert comment from Dr Hannah Moir and Chris Howe.

This fresh take on storytelling in the field gave us extra media coverage and a new angle for telling the story.

Read our blog post about the project.

Results

An phenomenal 75% of all UK adults saw coverage of this campaign.

Fuelled by our daily updates of photographs, video and our ability to set-up live TV interviews with Sir Ranulph ensured that national newspapers, tabloids, national TV and radio all covered the story throughout the duration of the challenge.

This widespread media coverage helped Marie Curie to fundraise £2million.

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