The Brief
A hard fought appointment by BlueChip came with our winning pitch to improve all Australians’ awareness of their finances. The Australian Federal government‘s financial literacy initiative required a program of detailed, regular media representation in mainstream and specialist media.
A large spend advertising campaign had not delivered the levels of consumer engagement anticipated, and the Government turned to BlueChip for help.
BlueChip developed a proactive, lateral and consistent campaign to deal with the known consumer inertia, drive traffic to the main financial literacy web-site, and raise the importance of all Australians better understanding their money.
The Response
A multi-layered PR/communication plan was implemented.
Components included proactive, widespread national media pitches and briefings, developing profiles of Board members and Literacy Ambassadors, engaging third party advocates (community groups).
The campaign relied solely upon public relations, with no direct marketing or advertising.
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The Results
- From a modest base, BlueChip had immediate impact, scoring a 300 per cent increase in media coverage in the first three months of the campaign, and averaging 23 mentions per month in mainstream media throughout the term of our work with the client.
- We achieved a stunning 100 per cent success rate on key message, delivered across a broad range of national news media outlets, overwhelmingly positive tone of coverage. The campaign delivered a substantive and measurable boost to the hit rate of the client’s web site, one of the primary KPIs of our campaign
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