Campaign trail

Government departments and brands looking to engage customers have hit the streets…

As England’s cricketers cradled another victory over Bangladesh on home turf, the England Cricket Board (ECB) entered full swing. Winning the second Test at Old Trafford undoubtedly awakened a vested interest in the sport, with cricket fans once again having faith in the national squad and gentleman’s game.

Striking while the iron is hot, targeting both existing and new fans of the sport, ECB has commissioned a roadshow to broaden the sport’s appeal and to enhance spectator experience. Following a five-way agency pitch, ECB appointed RPM to create and manage a travelling Fan Hub roadshow to showcase the benefits of the TwelfthMan Community – the official fan community of England Cricket.

The roadshow began on May 27 and will deliver experiences at the Clydesdale Bank 4, Friends Provident t20, NatWest International T20, NatWest One Day Internationals and all npower Test Matches before coming to a head in September.

On-site the message is being taken to the audience through PA announcements and big screens, which drive consumers to the stand. Once at the hub, consumers are encouraged to leave a message of support for the England team and have their picture taken with the World Twenty20 Cup. They can also challenge their friends to a bespoke cricket quiz in a bid to win daily prizes, and meet cricketing legends.

ECB’s objective is to enhance consumer experience and engage with a wide variety of audiences that watch cricket in its various forms. This will be measured with a number of statistics such as the number of sign ups to the TwelfthMan community, number of photos taken and downloaded, as well as through research looking at awareness of what English cricket has to offer and what the TwelfthMan community brings to cricket.

The roadshow is the board’s core events strategy for the summer and was chosen as it could adapt to the different locations, grounds and environments for maximum impact.

Immense exposure

Because has developed a nine-week Full High Definition (HD) 3D roadshow, designed to showcase Panasonic’s 3D TV experience to consumers in six regions throughout the UK. It features six walk-in theatre booths placed at specially selected venues near to a Panasonic retailer for three days at a time. Inside each booth, up to four people can sit down and preview the Panasonic 3D home cinema experience with a short film showing a mixture of sports, travel, underwater shots and music clips. After the screening, brand ambassadors talk to shoppers about bringing Panasonic 3D TV into their homes and direct them to the nearest Panasonic store.

The locations – high footfall areas close to a Panasonic retailer in 33 shopping centres – were selected by Panasonic stores throughout the UK. Area sales managers and store managers from all Panasonic stores throughout the UK were invited to participate in the roadshow, and those who elected to be involved selected their own event location based on gold, silver and bronze options, which had been recommended by BEcause.  These recommendations were mainly dependant on proximity to their store, but also took into consideration footfall, cost and availability.

Once on-site, one BEcause brand ambassador worked alongside one Panasonic representative from the local Panasonic store with 1,000 customised information leaflets being distributed, advertising specific promotions in each store.

All venues had to approve that sales could take place at the stand, which caused complications for several venues that had competitor stores within their shopping centre (and no Panasonic store as they are often on the high street). If venues would not give permission for sales, some Panasonic stores outright withdrew from the activity and/or alternative venues had to be shortlisted, which often meant resorting to spaces with lower footfall, sometimes higher cost and/or council-approved outdoor spaces.

Drive to store, data capture, purchase and website traffic are just some of the points upon which the campaign is being measured. A strong online and direct marketing element sits alongside the roadshow activity also, which aims to raise awareness and the profile of Panasonic stores throughout the UK as opposed to wholly being brand activation on a national level.

Working with Early Action Group, which builds and breaks down the roadshow at each site, BEcause is measuring the success of the activity by looking at the volume of sales across all stores, footfall, number of information cards distributed and the data capture received.

Likewise, Logistik is also using similar methods to measure the success of a campaign it has activated for BT. So far 20,000 leaflets have been handed out to consumers and over 100,000 have been exposed to the BT Chit vs, Chat campaign.

Lee Marriott, account director at Logistik, explained that the roadshow has been created to engage the public with the idea that, if a conversation is worth having it should be made on a landline from the comfort of their home.

Logistik’s in-house team of design and build experts converted a 4m x 4m clear Perspex box into a full living room set-up, complete with sofa, coffee table, lamp, television, potted plant and sheepskin rug. The “BT Living Room” was then taken on a roadshow tour of the UK to encourage people to have a better and more emotional telephone conversation on their landline and show the benefits of using a home phone to have a proper conversation. In each of the six locations the passing public were invited to pop inside the space and make a phone call to anyone they liked. The BT Living Room tour started in March at the finish of the Sport Relief race in Lands End and moved across the country to Queen Street, Cardiff; Bath Comedy Festival; Tatton Park, Cheshire; Alton Towers, Staffordshire; and finished at the Isle of Wight Festival.

Immense exposure

Because has developed a nine-week Full High Definition (HD) 3D roadshow, designed to showcase Panasonic’s 3D TV experience to consumers in six regions throughout the UK. It features six walk-in theatre booths placed at specially selected venues near to a Panasonic retailer for three days at a time. Inside each booth, up to four people can sit down and preview the Panasonic 3D home cinema experience with a short film showing a mixture of sports, travel, underwater shots and music clips. After the screening, brand ambassadors talk to shoppers about bringing Panasonic 3D TV into their homes and direct them to the nearest Panasonic store.

The locations – high footfall areas close to a Panasonic retailer in 33 shopping centres – were selected by Panasonic stores throughout the UK. Area sales managers and store managers from all Panasonic stores throughout the UK were invited to participate in the roadshow, and those who elected to be involved selected their own event location based on gold, silver and bronze options, which had been recommended by BEcause.  These recommendations were mainly dependant on proximity to their store, but also took into consideration footfall, cost and availability.

Once on-site, one BEcause brand ambassador worked alongside one Panasonic representative from the local Panasonic store with 1,000 customised information leaflets being distributed, advertising specific promotions in each store.

All venues had to approve that sales could take place at the stand, which caused complications for several venues that had competitor stores within their shopping centre (and no Panasonic store as they are often on the high street). If venues would not give permission for sales, some Panasonic stores outright withdrew from the activity and/or alternative venues had to be shortlisted, which often meant resorting to spaces with lower footfall, sometimes higher cost and/or council-approved outdoor spaces.

Drive to store, data capture, purchase and website traffic are just some of the points upon which the campaign is being measured. A strong online and direct marketing element sits alongside the roadshow activity also, which aims to raise awareness and the profile of Panasonic stores throughout the UK as opposed to wholly being brand activation on a national level.

Working with Early Action Group, which builds and breaks down the roadshow at each site, BEcause is measuring the success of the activity by looking at the volume of sales across all stores, footfall, number of information cards distributed and the data capture received.

Likewise, Logistik is also using similar methods to measure the success of a campaign it has activated for BT. So far 20,000 leaflets have been handed out to consumers and over 100,000 have been exposed to the BT Chit vs, Chat campaign.

Lee Marriott, account director at Logistik, explained that the roadshow has been created to engage the public with the idea that, if a conversation is worth having it should be made on a landline from the comfort of their home.

Logistik’s in-house team of design and build experts converted a 4m x 4m clear Perspex box into a full living room set-up, complete with sofa, coffee table, lamp, television, potted plant and sheepskin rug. The “BT Living Room” was then taken on a roadshow tour of the UK to encourage people to have a better and more emotional telephone conversation on their landline and show the benefits of using a home phone to have a proper conversation. In each of the six locations the passing public were invited to pop inside the space and make a phone call to anyone they liked. The BT Living Room tour started in March at the finish of the Sport Relief race in Lands End and moved across the country to Queen Street, Cardiff; Bath Comedy Festival; Tatton Park, Cheshire; Alton Towers, Staffordshire; and finished at the Isle of Wight Festival.

Healthy numbers

Claire Lynch, consultation manager at Health for North East London, worked with Mobex to deliver a roadshow “package” for primary care trusts (PCT) and hospital trusts, utilising the mobile platform to talk to members of the public. Both a static kit and mobile unit were used with the static kit being utilised in shopping centres, town halls and libraries and the mobile unit in supermarket car parks and open spaces.

The roadshow was a key component of a consultation, which began in January, to survey the public on new proposals regarding maternity services, A&E and children’s and vascular surgery.

The roadshow included a series of branded inter-changeable panels, which explained the proposals. London-wide health messages including the newly-launched “Choose Well” campaign and local health messages were incorporated into the overall roadshow display.

The decision to commission a mobile unit was based on previous experience of PCTs in north east London experiencing difficulty finding venues in high-traffic areas to hold a static roadshow, explained Lynch. Previous consultations have opted to hold public meetings, which have been found to be too restrictive.

At least two roadshows took place in each PCT area, including one at each hospital in north east London. Many of the events took place on a weekend or in the evening, to encourage people in full-time employment to attend.

Many PCTs and hospital trusts offered a range of activities to make the events more engaging, such as free blood pressure and cholesterol checks and activities such as face painting for children. Roadshows were advertised in local newspapers and through the distribution of 15,000 promotional postcards. Over 7,000 members of the public were engaged with 12,000 consultation documents distributed, and 640 questionnaires completed.

In total, 25 locations including Asda in Dagenham, Tesco in Hackney, Finsbury Avenue Square and the London Muslim Centre featured in the tour. Branded bags were created for the roadshow and some primary care trusts gave visitors branded tissues, pedometers and pens. Branded water was one idea that was later discounted.

According to Lynch, roadshows are an entrenched feature of health consultations: “Roadshows are about the opportunity. People for whatever reason will chose not to engage and some would question the return on investment of this kind of event, but we are legally obliged to get feedback and feed it back into the decision making process. We feel satisfied that we talked to a broad cross section of society.”

Interactive tour

Mobex was contracted to supply and deliver all the necessary trailers, indoor stands and support services. Mobex assisted the PCTs in their choice of locations, visited all the venues in advance and where necessary secured all landlords and local authority permissions, preparing and submitting risk assessments for each venue.

The wide variety of settings ruled out a one-size-fits-all approach, so the event became a combination of a mobile roadshow and a touring interactive exhibition. Trailers were supplied in sizes from five to nine metres and indoor stands ranging from six to 40 square metres.

NHS staff were on hand at each location, assisted by two brand ambassadors provided by Mobex to encourage people to engage with the team and give their views. The public were invited to complete a questionnaire and be interviewed briefly on camera so that a video record could be made of their comments.

Driving messages

For the past four years, Capitalize has worked with the Department for Transport, managing its Think! road safety campaign. For 2010, the agency has been tasked with activating the campaign’s sponsorship of the British Superbike Championship, with an even greater focus this year on engaging with leisure motorcyclists.

Explained Alistair Spence, senior account manager at Capitalize: “Rather than present ourselves in a paddock we wanted to engage with leisure bikers. We worked with David Wilson Trailers (DWT) and challenged them to build our ideas – tool chests as display tables, garage spec walling and a functioning radio station all feature.”

Capitalize contracted DWT, which supplied a 13.6-metre hospitality unit and a 24 square metre awning. DWT stores and transports the kit to each British Superbike Championship fixture, taking two days to install the unit.

The 2010 awareness campaign has switched its focus from awareness to engagement, hence the offer needed to be more compelling, Spence continued. Think! Is pushing two key messages, encouraging bikers to save racing for the track and become better skilled.

The new larger unit allows spectators time to wander and dwell, looking at bikes on display and listening to presenters and bikers as the unit plays host to the British Superbike radio station. The aim is to create a destination within the paddock so that BikeSafe and Driving Standards Agency staff can approach visitors without a hard sell. Lanyards with event timetables are distributed as well as Think! Bike stickers and BikeSafe leaflets.

The campaign completes in August at Cadwell Park and hopefully by this time Spence and his team will have engaged more than 4,000 visitors.

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Justin James, director of The Bigger Event, was appointed by agency More Creative to manage a rickshaw campaign for beer brand Tuborg. Over five weeks, the UK tour visited nine cities – including Nottingham, Leeds, Bristol and Cardiff. James utilised the logistical capabilities of Domino Events to transport the specially branded rickshaws to each location. The bikes, supplied by Eco Chariots, appeared on city streets at 5pm, picked up customers and transported them to bars selling Tuborg at promotional prices.