CAMPAIGNS: Cause-Related Marketing - BT vans hit the road for Comic Relief

Client: BT



PR Team: Sinclair Mason



Campaign: Launch of Comic Relief donation phone number



Timescale: February - 16 March



Budget: Undisclosed



BT operates the phone network for Comic Relief's Red Nose Day. This

involves networking all the call centres for Red Nose Day into one

system so that calls can be monitored and latest figures can be sent to

the BBC during the live TV show.



Objectives



To launch the Comic Relief donation number to the public through a

national photocall and regional photocalls in Cardiff, Belfast and

Edinburgh. To increase awareness of BT's involvement with and support

for Comic Relief.



Strategy and Plan



Sinclair Mason managed a national photocall in London's Leicester Square

on 13 March, which was fronted by the first Celebrity Big Brother

evictee, Chris Eubank.



The launch of the donation number involved driving 11 red BT vans, each

displaying a different digit, around London, making the entire number

visible in a convoy. After the photocall, the convoy was driven to

London landmarks, where BT employees jumped out of the vans and

'splatted' passers-by with stickers announcing the number.



Photocalls were held in Cardiff, Belfast and Edinburgh. This involved

the 'splatting' of a Comic Relief 48-sheet poster, which incorporated

the BT logo. Sinclair Mason arranged for Comic Relief fundraising

manager Carolynne Evans to front the photocalls.



Measurement and Evaluation



The launch received national coverage on BBC1's main news bulletins and

Radio One.



Extensive regional coverage was received for the Cardiff, Belfast and

Edinburgh launches.



Around 8,000 people were splatted with the number sticker and around 1.2

million are estimated to have seen the BT vans.



BT handled more than 600,000 calls during this year's Red Nose Day.



Results



The coverage increased awareness of BT's support of Comic Relief and its

integral role in setting up the donation number and telephone network.



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