Campaigns: CSR - Kwik-Fit maintains its primary objective

Campaign: Lollipop Person of the Year 2009
Client; Kwik-Fit Insurance
PR team: The BIG Partnership
Timescale: September-December 2009
Budget: £23,000

For the seventh year, Kwik-Fit ran a search for the best lollipop person in the UK.

Objectives

- To increase the number of entries from UK primary schools

- To raise awareness of the Lollipop Person of the Year awards

- To encourage UK politicians to back the campaign

- To reinforce the campaign's road safety message.

Strategy and plan

Contact was made with every UK primary school, encouraging them to nominate their lollipop person. Templated press releases were sent to all UK politicians, so they could add their own local angle and issue them to local media. National, regional and trade media were kept informed about good case studies, regional winners and the overall winner.

Measurement and evaluation

Nearly 300 articles appeared in the English, Scottish, Welsh and Northern Irish press. Regional TV and radio stations across the UK covered the campaign and the overall winner was invited to appear on STV. The campaign website had 600,000 hits.

Results

Entries exceeded 1,000 for the first time. Members of UK and Scottish parliaments, and the Welsh and Northern Irish assemblies, engaged with the campaign.

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