Department Of Communties & Local Government Print CLOCKS by Y&R London


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Industry Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Y&R London
Executive Creative Director Mark Roalfe
Art Director Jerry Hollens
Copywriter Mike Boles
Released October 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Product/Service: FIRE SAFETY
Agency: RKCR/Y&R
Executive Creative Director: Mark Roalfe (RKCR/Y&R)
Copywriter: Mike Boles (RKCR/Y&R)
Art Director: Jerry Hollens (RKCR/Y&R)
Media placement: TV - ITV - 17th Oct 2011
Media placement: Press - Newspapers Weeklies - 17th Oct 2011

Describe the objective of the promotion.
The objective of this promotion was most importantly to save lives and secondly to save the cost of these deaths to the government which amounted to £393,600,000 last year. In 2010, 246 people lost their lives in house fires across the UK. Many of these deaths could have been prevented if their homes had a working smoke alarm. We needed to encourage everyone in the UK to test their smoke alarm, to prevent these tragic and unnecessary deaths. And we needed to reduce this massive financial burden on the taxpayer, with a media budget of less than £400,000.

Describe how the promotion developed from concept to implementation.
The main barrier to testing was inertia. People know it’s important to test their smoke alarm, it’s just not high on their list of priorities. We needed to prompt people to act immediately, bypassing attitudinal persuasion and targeting behaviour directly. The promotion developed was an event-linked campaign, aiming to associate smoke alarm testing to the clock change dates. The promotion aimed to make it easier for people to remember to test their smoke alarms by attaching it to a behaviour which was already happening i.e. changing their clocks around the their home on the clock change day.

Explain why the method of promotion was most relevant to the product or service.
This promotion relied on a multi-media approach over a short period of time, to create the impression of a large scale media blitz. The campaign launched 2 weeks before the clock change date with our YouTube video, promoted on Twitter. The radio launched with a 30 second ad which explained the idea to people, supported by 10 second reminder cut downs. The copy was time-targeted, referring to this weekend, tonight and last night as relevant. Our print activity launched 1 week before the date, in national press and magazines, alongside a PR campaign which ramped up the intensity of coverage.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Both in terms of generating awareness and crucially in terms of generating response there was success.
Advertising recall overall rose to 45% post campaign meaning almost one in every two adults in the UK were touched by Fire Safety advertising, significant reach for a completely new concept and an on air campaign which lasted only 2 weeks. Most importantly the campaign prompted an immediate behavioural response.
27% of those who recalled seeing the campaign, responded directly by testing their smoke alarm on clock change day. A high conversion rate, especially for a low interest category and a behaviour change task.