CAMPAIGN: Durable warns of health risks from dirty PCs

Computer-cleaning product firm ­Durable asked Spreckley Partners to ­promote its second Computer Cleaning Week (CCW) campaign...

Campaign Computer Cleaning Week 2007
Client Durable
PR Team Spreckley Partners
Timescale July–September 2007
Budget £5,000

Running from 17 to 22 Sepatember, it aimed to raise awareness of the illnesses and diseases caused by poor desk hygiene.

Objectives
To make the ­Durable brand synonymous with computer cleaning and to encourage consumers to clean their off-ice equipment ­regularly with professional cleaning ­products. To drive traffic to the CCW website, www.computercleaningweek.com, and boost sales of computer cleaning products.

Strategy and plan
Spreckley recruited Kim Woodburn from Channel 4’s How Clean is Your House? to front the campaign.

Durable used the results of a consumer ­survey, to which more than 500 people responded, to reveal the public’s attitudes towards office habits. From this, Spreckley promoted the idea that there is a direct link between poor desk hygiene and sick days at work.

The agency issued a press release  listing the most common unhygienic workplace habits, with an accompanying photo of Woodburn in her trademark fur-trimmed Marigolds.

During CCW, desk clean-up visits were carried out at key publishing houses, including Dennis Publishing. Spreckley also organised desk drops at VNU and Natmags and held two sampling days at London train ­stations.

Measurement and evaluation
Woodburn appeared on BBC Breakfast, Working Lunch and Radio Five Live, while Durable’s ‘Dr Dirty’, Stewart Anderson, appeared on 12 regional radio stations. The Daily Mirror ran the story, while The Guardian’s Mira Katbamna wrote: ‘Gordon Brown should make CCW a national holiday.’ The IT press were particularly taken by CCW. Computer Shopper and ­Computeractive both carried online features with direct links to the CCW website.

Results
The campaign reached a potential ­audience of 26 million people. During CCW, sales were up by 30 per cent over the same period in 2006. The CCW website had received 175,000 unique visitors by the end of September, ­compared with 50,000 by the end of the 2006 campaign, while Google page ­impressions featuring the phrase ‘computer cleaning’ rose by around 600 per cent.
 

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