Salford B.C. used comm-motion car wraps to target discrete audience groups with their catchment area. See how it delivered.
Salford B.C, in line with the national initiative, is participating at local government level in the education and promotion of more healthy and active lifestyles among its residents. Stats indicate Salford residents are particularly sedentary. The challenge was to address this with an educational campaign to help change attitudes, with incentives including free day passes at a range of leisure amenities.
The primary objective was to get the 'Be Active' message into the fabric of the local community. To build consumers awareness and get people talking about the issue.
The secondary objective was to generate leads and interest, soliciting consumer response via the freephone and sms numbers for free day passes to their local centre.
comm-motion wraps were used as key part of the media mix esp. to get message into the 'fabric of the community'. Drivers were selected who were active with their cars throughout the day borough-wide. Selected drivers inc. key opinion formers i.e. community nurses, social workers, school workers, sport & fitness instructors etc. plus 'mums at home'. Driver selection 'upweights' in specific 'problem' post codes. All drivers distributed leaflets at home, work & social interaction and all wraps incorporated GPS verification. Plus co-ordinated 'convoy' driving at key locations.
Awareness hit record levels, beyond any previous educational or informational campaign scores.
Response to the dedicated sms & freephone numbers on wraps was 34% - 52% higher than responses to 6 sheet and bus backs & headliners.
Wrap drivers were stopped and questioned on av. 6.2 times per day re the Be Active campaign.
Over 1,000 free day passes were issued, attributable to the car wraps, within the first 5 weeks of the campaign.
The wraps delivered on av. over 270,000 Net Impacts per car-per month and circa 90% of all impacts generated were within the catchment.
Using relevant brand advocates as an integral part of the comms channel drives interest and engagement beyond established media alternatives and generates significant 'word of mouth'.
Driver data regarding their declared routes and journey patterns enable effective control of message dissemination with overlap/minimum wastage.