Campaign Dirty Cash
PR team HROC
Timescale January-March 2011
- 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.
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.