PR Team: Sinclair Mason
Campaign: Launch of Comic Relief donation phone number
Timescale: February - 16 March
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.
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
Extensive regional coverage was received for the Cardiff, Belfast and
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.
The coverage increased awareness of BT's support of Comic Relief and its
integral role in setting up the donation number and telephone network.