Amplify a brutal stop-smoking campaign in Birmingham filmed by Rankin through trade, local and national PR to increase the client’s ROI
Communicate more complex campaign information than the advertising could alone, and further engage the target audience of male C2DE smokers from the most deprived areas of Birmingham
Raise the profile of Dr Foster, the healthcare specialists who devised the segmentation model and creative work, and cement NHS Birmingham East and North’sreputation as a true innovator
Balance publicity with controversy.
Devise a strategy to hit all stakeholder audiences in a timely fashion with key messages to optimise coverage
Non-commercial media partnerships with important local press
Pull together a comprehensive trade and consumer press kit including recruiting case studies and crunching health data to find the statistical gold for the media
Online seeding by partnering with other Red Dog client The Viral Factory of Rankin’s film to maximise the chatter around the campaign.
Local PR hit all leading media for target audience the week the campaign went live – Sunday Mercury, Birmingham Post, Birmingham Mail, BBC Radio West Midlands and BBC 1 Midlands Today made sure no one missed the message
National coverage in The Guardian and through PA raised the profile of Dr Foster and the Trust among stakeholder groups
Trade coverage got the message out to GP’s, pharmacists and internal audiences as well as to the creative industry through blanket coverage in the marketing press – it was so successful that pharmacies couldn’t cope with the demand!