Campaign: Innovation Nation at the Ideal Home Show
Client: Seventy Seven PR
PR team: Daily Mail Group
Timescale: January - March 2008
Budget: Estimated to be in the region of £25,000
To drive pre-show ticket sales. To increase attendance in the ABC1 core group as well as reaching a younger audience. To create national broadcast and print coverage. To position the show as the best place to find home innovation.
STRATEGY AND PLAN
The Seventy Seven team organised a competition to design a new household gadget fronted by TV scientist Adam Hart-Davis.
Non-working prototypes of 10 finalists' designs were displayed at the show, and visitors could vote for their favourite.
MEASUREMENT AND EVALUATION
Adam Hart Davis had a full day of interviews at launch including Radio 4's Today Programme, Radio 5 Live and a seven-minute piece on BBC1's The One Show.
The winning invention - designed by four 11-year-old boys - was also covered by BBC's Newsround.
On launch day the show's website saw a significant spike in traffic and ticket sales increased by 62 per cent.