Case Studies - BBC RaW

Client: BBC RaW

Campaign: BBC Reading and Writing Leaflet Distribution Campaigns

Brief:

To raise awareness of the BBC RaW Reading and Writing events taking place across selected UK cities, through the execution of a targeted print distribution campaign in non-premium shopping areas and low income suburbs.

Target Audience:

• Shoppers in non-premium shopping areas, low income suburbs and from ethnic communities.

Campaign Description:

• Link Communication provided a team of promotional staff to distribute print material to families and the general public in non premium shopping areas, market areas and bus stations in the days leading up to and on the event weekend itself.
• The promotional staff verbally promoted the BBC RaW events, explained what they were about and directed people towards the locations of where the events were taking place.

Results:

• Over 40,000 leaflets were distributed throughout the campaign in 8 different cities.
• The cut through was very high throughout all the different cities with approximately 80% of people approached happy to retain the leaflets.
• Many people stopped to ask the promotional team questions when they heard that it was a BBC event.
• Each event was extremely busy, with approx 80% of attendees having heard about it through the leafleting activity.