TalkTalk courts controversy with £100k stunt involving ex-pickpocketers

by Jennifer Whitehead, Brand Republic 20-Aug-09, 08:50

LONDON - London commuters suspecting they might have been robbed should check twice before raising the alarm, as TalkTalk runs a campaign to distribute £100,000 by reverse pick-pocketing.

The broadband and telecoms company is giving away the money between now and the end of August in areas including Leicester Square, Oxford Circus, Covent Garden, Westminster, Trafalgar Square and the South Bank, as well as on the Tube network.

Other UK cities will have the chance to be "put pocketed" later in the year.

TalkTalk has assembled a team of what it calls 20 "ex-pickpockets" to execute the stunt.

You can read a post on the TalkTalk Blog about it here.

The campaign has met with a mixed response from those who like the idea of finding a fiver in their trousers, to those who have been victims of bag snatching and other street crimes questioning the sense of such a campaign.

However, TalkTalk has anticipated such fears and says that the Metropolitan Police have been notified of the campaign.

The ex-crims have been given ID and minders in case they do get caught in the act although TalkTalk said that the stunt has been in pilot since July 1 and none of the team has yet been rumbled.

TalkTalk's branded put-pocketing calling card

Mark Schmid, communications director of TalkTalk, said: "With so many scams out there, Britons have become very sceptical of companies giving money away -- so we have turned to Put-Pocketing to give something back.

"While unconventional, we don't think anyone is going to mind finding a crisp £20 in their pocket courtesy of the activity."

UPDATE: TalkTalk has confirmed that lucky recipients of put pocketing cash will receive a branded card along with the cash.

The campaign is being promoted with posters at relevant locations proclaiming "Rejoice! Put-pockets operating in this area."

Comments

Andy Knell - 20/08/2009

Brilliant.

Andrew Weir - 20/08/2009

I am not sure about this idea. Sure, it will have some kind of impact and get talked about, but I don't think it will delivers a positive brand experience.

NH - 20/08/2009

I wonder what Talk Talk's official recruitment policy is re. criminal records.

Sophie Ramsey - 20/08/2009

If I found £20 in my bag I would just presume it'd fallen out of my wallet and I'd forgotten about it therefore how is this a good branding exercise? Who will know it's this company and how? Plus this may actually waste police time with people presuming they've been pick-pocketed...

Felix Crantock - 20/08/2009

Massive ROI. Great points everyone. Inspired stuff.

James Kent - 20/08/2009

Bit of a silly idea and if I think someone's tried to pickpocket me, like many others, I'll punch first then ask for a brand experience second.

Jocelyn Kirby - 20/08/2009

Good point Sophie... how are they getting their brand message out there? Are they leaving a Talk Talk business card attached to the £20?

Grumbar - 20/08/2009

Good point indeed, so I researched it - from the TalkTalk press release: "People who have been "Put-Pocketed" will find money - ranging from a £5 to a £20 note - in their pocket, attached to a small card with a short branded message about the good value of TalkTalk phone and broadband services. "

Daniel Farey-Jones - 20/08/2009

@Sophie and Grumbar - Good point, and we've updated the story to reflect the fact that TalkTalk branded cards will accompany the cash. Trying to get hold of a pic of them.

Ryan Merrett - 20/08/2009

I do love this idea from a consumer point of view...brilliant!! However the thought of "ex pick-pockets" rummaging through commuters pockets may not be everyones cup of tea. Surely the skill in pickpocketing is to be so good you don't get caught. TalkTalk should be concerned that they are giving their pick-pockets a share of £100,000.

Travis Humphrey - 20/08/2009

I think I would feel violated. I don't like the idea of strangers sticking their hands in my pockets for any reason.

James Tabor - 21/08/2009

Um - split on this one. I think in concept it's a good idea - however, it is still highly invasive and is essentially "paying" people to be exposed to advertising. Now in practise they are targeting areas that are already high risk. I type this with 5-stitches in the back of my head from catching a pick-pocket in the act two weeks ago, going after them and being on the recieving end of a metal bar from one of their "lookouts". Sadly I would go after one of these guys too and possibly the minders too - as much as the Met may have been warned this would make for an interesting case in a court... as good as the idea is - and it is very clever; I'm not sure how well recieved it would be. Certainly many would like to find £20 in their pocket \(I know I would) but with a card attached... not so sure. It's edgey, breaks new ground, but might break some relationships. I don't know if anyone remembers "Tax Loss Lover" by Mansun... they threw £25,000 of fivers into Liverpool Street at rush hour and each one had a "Tax Loss Lover" sticker on them... worth doing \(the video wasn't exactly popular) people steamed in to pick them up and the campaign garnered plenty of positive PR. tough one. James