Campaign Direction and Online Marketing
- Client:
- Corgi
- Project:
- CO Campaign - online and offline
Between August and December 2008, CORGI, the gas safety watchdog, engaged in an integrated campaign to raise awareness about the dangers of CO poisoning amongst the hard-to-reach student population throughout the UK. Focussing in particular on the CO poisoning hotspots identified in the Carbon Monoxide report, CORGI asked us to help them create some hard-hitting tactical pieces both on and offline.
It quickly became apparent through our creative discussions that the target audience for this campaign was not only the students themselves, but also the parents of the students; the parents being more likely to be concerned by the dangers of CO poisoning and the devastating impact it could have on their child when living away from home.
We pursued a number of creative routes that we felt would resonate with the audience. The direction that we all felt would have the hard-hitting approach required was to generate a powerful hero image of a student who simply looked like he had fallen asleep after a 'big night out'. The truth of the matter was that he had indeed had the big night out and was not slumped in the chair asleep, but had become a victim of CO poisoning due to the lack of safety provision in his student house.
It was agreed that this powerful approach should be used throughout the campaign and would work effectively across all media channels, primarily because it provided an image both the student and his/her parents could relate to.
A large budget was not available for this project so we commissioned a photo shoot using a real student as the model. The image needed to be supported by an evocative headline and the resulting campaign headline proposed was "Dying to Skip a Lecture?" cleverly suggesting the impact of CO poisoning through an everyday term a student would relate to and may often use.
CORGI were then able to successfully use the messaging and imagery across the entire campaign; for flyers, posters and online messaging including presence on national newspaper websites such as the Daily Mail.
The campaign was supported online by pay-per-click (PPC) advertising, using Google and Facebook, with banner advertising on youth-oriented websites such as NME.com. The PPC advertising was carefully monitored with a clear goal to achieve cost-effective click-through rates to maximise the budget.
The Escape presented several concepts and recommended a photo shoot to end up an eyecatching campaign image. They certainly achieved that and the "Dying to skip a lecture" campaign has a great visual hook which really makes the campaign stand out.
Fiona Chapman - Senior Marketing Executive - CORGI
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