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Case Study: Global Cool

Challenge

 

Encourage people with no interest in ecological responsibility to appreciate the carbon footprint of audience travel when attending music festivals, and to take public transport instead.

 

To understand and engage with this audience to the extent that they choose to sign-up to relatively unknown climate-change charity Global Cool’s newsletter and become its fan through social media.

 

Solution

 

We researched what motivates the audience – they don’t respond to climate change messaging: they are not interested in protecting the environment, but in having fun, looking fabulous, doing and buying new things and meeting new people.

 

Social media – results showed the audience is motivated when activity features themselves – success is rooted in reflections of status and attachment to celebrity. In particular the ‘tagging’ of themselves in photos.

 

This audience will adopt environmentally-friendly behaviour if they are not preached to, it is easy to do and enhances their status.

 

The ‘Do it in Public’ campaign was created alongside the ad agency and starred the Global Cool bus, which travelled to festivals decked out with art/music and literature inspired by travel. The bus looked modern and was also ‘skinned’ so that people could sign the outside of it. We gave away fashionable t-shirts to increase brand awareness and attachment to the unknown charity.

 

Cool, friendly promo staff were hired to chat to people at the bus and encourage sign-up, and talk to them about public transport. The same staff were used throughout the campaign to make sure they became passionate advocates and the best ambassadors possible

 

Because the charity had a very limited budget, a major contribution from Red Dog were the media partners we supplied, including the bus itself, free advertising on the digital screens on London Underground for the whole festival season, and a partnership with Vice, resulting in a booklet published with the July issue of the magazine.

 

We interviewed bands about their travel experiences, focusing on the bus or train trips where they wrote songs, their favourite journeys and why they felt taking public transport was cool. Interviews were filmed and uploaded to YouTube, Facebook and Twitter, with signed t-shirts being offered as prizes through social media and the media.

 

Gaining stand-out at festivals is incredibly difficult, so we put on ‘events’ at the bus including a fancy dress competition and a piping band performance at T in the Park, a ‘ladies day’ at V and band performances on the bus at every festival.

 

A professional photographer took pictures of people who visited/signed the bus, as well as the bands interviewed, and instantly uploaded them to Facebook/Twitter, encouraging people to tag themselves and become active fans of Global Cool, spreading the word.

 

Results

2.7m people reached through media partnerships, with a media value of £770k for an investment of just £45k. The Vice booklet, filled with inspirational travel stories, reaching 89,000. And the Global Cool animation on the screens on the Tube reached 1.4m commuters, around 55% of the total Tube audience.

 

Sign-up to the Global Cool newsletter increased at every festival, from one in 40 attendees at the first festival, to one in 25 at the last.

 

More than 75 bands interviewed – creating a catalogue of content and ambassadors for Global Cool in the future.

 

Sign-up to the Global Cool newsletter increased at every festival, from one in 40 attendees at the first festival, to one in 25 at the last.

 

We interviewed more than 75 bands – creating a catalogue of content and ambassadors for Global Cool in the future.

 

Onsite activity reached nearly 500K punters, with 30k people coming to see the bus, and 10k signing up to Global Cool.

 

200k social networking video views.

 

Print 742K circ., Radio 1.85m listeners and online unique users 150m.