Campaign: Hitting the 10 Million Milestone
Client: AQA 63336 (Any Questions Answered)
PR team: Shine Communications
Timescale: November - December 2007
Texts to 63336 cost £1 and 85 per cent of questions are answered within five minutes.
To help AQA 63336 reach its goal of answering ten million questions by end of 2007. To increase questions by ten per cent per day from October to December and to increase new customers by 20 per cent per day. To promote AQA's second book, which came out in October.
STRATEGY AND PLAN
Shine focused PR activity on radio stations. It recruited celebrity ambassadors and radio DJs, including the comedian Danny Wallace, who hosted an AQA pub quiz. Questions and answers from celebrities Stephen Fry and Mackenzie Crook were included in the second AQA book.
MEASUREMENT AND EVALUATION
The campaign achieved 65 pieces of media coverage, featuring on radio and TV stations including BBC Radio 1, 2, and 4 and Channel 4's The Paul O'Grady Show. Print coverage included a double page spread in The Daily Telegraph as well as pieces in the The Independent, The Guardian, London Lite and thelondonpaper.
The service has grown from 500 questions a day in August 2004 to more than 17,000 questions a day in December 2007. AQA reached its ten million answered questions on 2 January 2008. During the four weeks of PR activity the combined media efforts resulted in a 13 per cent increase in questions per day and attracted an increase of 500 new customers per day.
During AQA comms director Paul Cockerton's interview with Chris Evans on BBC Radio 2, AQA answered one question per second. During The Paul O'Grady Show a few days later, AQA answered four questions per second, or more than 25,000, and broke its record for questions answered in one day. There were also 20,000 copies of the second AGA book printed.
Cockerton said: 'As a result we had a recruitment drive and now have more than 1,100 trained researchers.'