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Think Inc

The Idea Works

Clients: Case Study

Michelangelo's David

What We Did

In a bid to win attention for the launch of a new London Pilates studio, we latched onto the 500th anniversary of Michelangelo’s David, the world’s most famous sculpture, and – allegedly – the epitome of male physical perfection.

‘Nonsense!’, said Alan Herdman, the Pilates guru with the new studio, that we got to assess David’s physique. In fact, David would have been ‘a physical wreck’, with a bad lower back, a weak hip and ankles and all the flexibility of… well, a 500 year-old, 17 ft stone statue.

What he needed was… a personal Pilates regime, which Herdman promptly designed.

Outcome

Huge local, national and global coverage.

A successful launch for the new studio.

Coverage

Highlights included:

• The Times front page; The Guardian: large piece showing David ‘before’ and ‘after’ doing Pilates

• BBC TV News (which approached us to do the story).

• The (London) Evening Standard + London media.

• Huge global coverage, via Reuters, AFP and more.

Alan Herdman Pilates

Key Points

Front page of The Times
BBC TV News
Global coverage, via Reuters, AFP and more

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‘Think Inc brought us a scale of attention out of all proportion to cost... Peter Freedman is truly a jujitsu master of modern PR.’
—Gart Davis, Lulu.com/Spoonflower.com

Think Inc provides quirky, creative PR that spreads virally and wins global attention. We are UK-based but also work internationally.

Other names for what we do include: social media marketing, viral marketing, viral PR, guerrilla marketing, guerrilla PR, buzz marketing, buzz PR, or simply online PR, since it works so well online.

One Communications Director called it "the Holy Grail: what everyone's looking for; the sort of PR that drives traffic and spreads around the web".

Another client called it "a uniquely cost-effective form of online marketing [that] brought us both visitors and high-quality links".

Others hire us for generating buzz or brand awareness.

Our work helps clients stand out from the crowd and typically delivers value out of all proportion to cost.

We’ve worked for Craigslist, Apple, Marks & Spencer, The FA, Visit Scotland; Lulu.com and Badoo.com.

We’ve scientifcally identified London’s most romantic Tube station and the perfect title for a bestseller; published the world’s first Testicle Cookbook; and launched the first literary prize for books based on blogs.

In an age when attention is the scarcest resource, our ideas cut through the media clutter and win attention that money can't buy.

Note: Not everyone spells “guerrilla” – as in guerrilla marketing or guerrilla PR – the same way.

Some people also write guerilla PR or guerilla marketing; guerila marketing, guerila PR; or, of course, gorilla marketing or gorilla PR.