The Challenge

 
  • To encourage people to take public transport to music festivals, and sign-up to climate-change charity Global Cool’s newsletter/website.
 
 

The Solution

  • Red Dog contributed to the creative idea of ‘Do it in Public’ alongside branded entertainment agency STREAM\ - to take a bus to festivals decked out with stuff inspired by travel. With a designer we created a press release with a difference to grab journalists’ attention. Through all activity we pushed an established set of key messages and the creative idea. We also drove activity online and linked to YouTube and/or the Global Cool website

  • PR angles ranged from talking to the environment journalists on nationals, to using content from band interviews to sell-in to rock radio shows and lifestyle press, to regional press at each festival and charity trade press. Red Dog also brokered four key media partnerships – CBS Outdoor (the use of their bus and their outdoor media), Vice Magazine, Natural Media and Bauer Radio.

The Result

  • 2.7m people reached through media partnerships brokered by Red Dog, with a media value of £770k, for an investment of just £45k. The Vice booklet filled with inspirational travel stories was published with its July issue, reaching 89,000. The Global Cool animation on the CBS screens on the Tube reached 1.4m commuters, around 55% of the total Tube audience

  • Sign-up to Global Cool website increased at every festival, from one in 40 festival goers at Download, to one in 25 at V Festival

  • We interviewed more than 75 bands – creating a catalogue of content and ambassadors for Global Cool in the future

  • Onsite activity reached nearly 500K punters, with 30k people coming to see the bus, and 10k signing up to Global Cool

  • 200k social networking video views

  • Print 742K circ., Radio 1.85m listeners and online unique users 150m.