Fight or Flight Club

Edition Four: Intergalactic taxes, reality checks, and reverse effectiveness

Read 📖: In a galaxy far, far away taxes still reign havoc across the Empire. 

What’s the creative connection, you ask? Well, the Fight or Flight media team jumped on one of the most important holidays in the year - May the Fourth (be with you, geddit?) - as a timely hook to talk about tax for our tax automation client Avalara. 

Yes, you heard us right.

Star Wars. 

And tax.

The result? Potentially the most wonderfully bizarre and brilliant brand mention in a piece ever in Forbes:

The Palpatine trade dispute isn’t the only reference to tax in Star Wars movies. Did you know Jabba the Hut instituted a “murder tax” on Tatooine because murder happened so frequently? As tax compliance automation software provider Avalara points out, it was a pretty unreliable tax, given you’d have to lose a taxable citizen to collect.

May the force be with PRs, always.

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Review 📱: It’s been hard to miss the controversy around Apple’s new iPad ad “Crushed!”, as marketers and consumers debated whether it missed the mark for them (PR Week - Apple’s Crush Ad receives backlash…). But in one corner of the internet, commentators got creative and reversed the ad to see if that could make it more effective. From a thought leadership perspective this is a creative way to engage in the critique of an ad, while adding value to the conversation. Super effective. 

https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-ugcPost-7194647861404258304-eEmw?utm_source=share&utm_medium=member_desktop

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Whistle 🚨: Snitch. Rat. Traitor. Just some of the awful names people associate with whistleblowing. Fight or Flight’s latest campaign for accounts payable firm Medius finds that the fear of retaliation is stopping more than half of financial professionals in the UK and US from speaking out about suspected internal fraud in their workplaces. To help, we’ve partnered with the whistleblowers who raised the alarm at Enron and uncovered the biggest social security fraud in US history to reclaim the ugly words used against them to change the conversation around whistleblowing.

Check out the Big Hero Snitch campaign video below 👇

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Learn 🤔: Uncensored CMO is a gold mine of a podcast and their recent episode with Mailchimp CMO Michelle Taite is a must watch for folks in B2B. From how they developed their incredible Clustomers campaign, to the importance of brand distinctiveness, and building creative culture - it’s a great listen.

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Play 🎮: In this new AI world, do you back yourself to tell what is real, or not real? At the height of all those viral AI-generated brand collabs last year, we asked that exact question to CMOs and brand leaders with our client brand management platform Frontify. In a classic ‘show not tell’ move to cut through the noisy AI conversation, we created a quiz to show just how hard it can be to tell real brand collabs from fake AI-generated content. 

🏆 The campaign caused serious buzz and talkability across social, and we were delighted to see it pick up a North American PRovoke Sabre Award at the beginning of the month for best Professional Services Campaign.

The average score was 6.3 out of 10 from 17,000 players. Think you can beat the brand masters? Take the quiz below and tell us how you did 👇

https://info.frontify.com/real-or-not-real-quiz

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Watch 📺: If you couldn’t make it to our packed session in London on the power of leveraging LinkedIn in B2B, don’t worry. You can watch on catch-up right here.

 And finally… if you’re based in the UK we’ll be hosting our next media event exploring what broadcasters want from B2B brands with the brilliant Ian King from Sky News. If you'd like to attend please contact jamie@fightorflight.com and we'll add you to the guest list.