Brief
Save Xmas is an ongoing initiative from the Office of Fair Trading, set up in response to the collapse of the Farepak Christmas hamper savings club, which left thousands of consumers out of pocket.
The aim of Save Xmas is to educate consumers about safe ways of saving for Christmas.
For the 2009 campaign a tender was organised by the Central Office of Information on behalf of the OFT, with the objective of engaging more hard-to-reach audiences in the Save Xmas message.
Solution
We knew that to engage hard-to-reach audiences in recession-hit times would be tough, and so the central formula for Squad’s proposal was to get out and take the message to the people.
We knew that to engage hard-to-reach audiences in recession-hit times would be tough, and so the central formula for Squad’s proposal was to get out and take the message to the people.
Squad’s recommended solution was a roadshow and PR campaign, which we delivered using a team of partners including Event Marketing Solutions and Judge & Howard PR.
Lasting 10 weeks and visiting 30 towns and cities across the UK, the 2009 Save Xmas campaign comprised:
- A vehicle-based information roadshow; consumers were offered free, one-to-one information sessions on board a ‘Save Xmas’ branded mobile information unit, staffed by advisors from local support organisations such as Citizens Advice Bureau (CAB).
- A promotional campaign, including two promotional staff at each location – to encourage visitors onto the mobile unit and distribute literature.
- An integrated local and regional media relations campaign designed to drive footfall to the mobile unit and to extend the reach of messaging through informative media coverage.
Results
Results were evaluated based on visitor numbers, exit interviews and media monitoring. These showed that the campaign delivered strong results:
- 1,779 face-to-face information sessions were provided.
- 15,861 Save Xmas information leaflets were distributed.
- Broadcast and print media coverage reached a combined audience of more than two million people; coverage included local radio and television broadcasts, local newspapers and websites.
- 81% of visitors surveyed had found out about a new savings option as a result of attending, and 88% of visitors said they would/might make changes to how they saved.
- 97% of visitors said they found the roadshow useful or very useful.
