This years CIPR's PRIDE awards saw Southern Water win Gold for its internal communications campaign. The central idea that made the campaign stand out was the creation of 'Bas' the cartoon Frog to front it.
Animal characters acting as a spokesperson for campaigns is not a new idea. Many of the most effective and successful campaigns are often remembered because of them. Churchill the nodding dog was first used in 1994 and fifteen years on is still going strong. In 2006 it was voted the best remembered TV advert of the year.
So what is it that makes them so successful? Do they simply act as a fun way to deliver the company's message?
Bas the frog injected fun and personality into what could have potentially been another boring introduction of a new computer system. Would it have been as successful without him?
This year Cadbury's are bringing back their Caramel Bunny, does this prove their worth? Are animal characters always going to be successful or do they have a time and a place?
Which ones do you remember and why?
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