Integrated B2C campaign

An integrated campaign in partnership with Wallace and Gromit (Aardman) and the UK Intellectual Property Office (UK IPO) to bring innovation into the classroom – and get teachers involved. The main resource was an interactive, content-rich website, with sections for teachers and children. Visually, the site maximised the benefit of the third party endorsement from Aardman Animations. To raise awareness of the site, we launched a competition for young inventors, coordinating PR and generating significant media interest. In addition, we created lesson plans for teachers to download, which were tied into the National Curriculum. We also managed and delivered the PR and advertising to promote the competition.

The campaign enjoyed the equivalent of £1m of media interest: reports on BBC News every hour on the morning the competition was launched and items on other TV channels, radio and local media. This led to 11,000 hits on the website on the launch day alone. More significantly, it also led to the real goal: some 8% of the 23,000 UK primary schools downloading the lesson plans and getting involved in invention. This was a huge success: most communication programmes to this target audience aim for a response rate of just 1.5%.

My role involved proposal creation, pitching, campaign strategy, content strategy and creative direction.

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