Healthcare - BioCote uses dirty tactics to spread word

BioCote hired HROC to increase awareness of its antibacterial technology in the UK and overseas, and reach beyond its standard health-market target audience.

BioCote: uses dirty tactics to spread word
BioCote: uses dirty tactics to spread word

Campaign Dirty Cash
Client BioCote
PR team HROC
Timescale January-March 2011
Budget £3,500

Objectives

  •  To target mainstream media and gain international exposure for the brand
  •  To make consumers aware of the science behind BioCote and how it combats bacteria.

Strategy and plan

HROC asked 3,000 adults what they thought were the top ten dirtiest places. The results included public toilets and cashpoints.

BioCote then carried out swab tests to find out which location had the most bacteria and found that ATMs were dirtier than public toilets. The Dirty Cash campaign was launched using these findings.

Measurements and evaluation

The story generated 169 pieces of media coverage, including in the Daily Express, The Daily Telegraph and The Sun, and on BBC Breakfast, ITV's Daybreak and BBC TalkSport. Coverage reached Canada, India and America on CNN International, America in The Morning and Westwood One Radio, broadcasting to more than 500 radio stations.

Results

Traffic to BioCote's website increased by more than 425 per cent during the first week of the campaign. There were 11,884 mentions of BioCote and 'dirty cash' on Facebook and Twitter.

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