The campaign was to reach English and non-English speaking consumers providing safety advice on the discovery of gas leaks both within and outside the home, as well as safety precautions prior to digging or construction work around the home.
The campaign was to drive website visits, telephone hotline calls, establish the website as a resource, and impart clear and practical safety advice.
We developed and designed an eight-week campaign to run across print, radio, outdoor, social and digital channels providing clear messaging and visual clues to drive action responses.
The key indicator for leaking gas is a distinct rotten egg smell (the smell is actually added to the gas to enable detection), so we developed an animated egg character as the hero of the campaign.
Fun and clearly identifiable, the egg featured in a range of animated ad applications comprising digital ads, including home page buy outs of thewest.com.au, mobile banners and Facebook carousels, all with clear safety instructions, the safety hotline and click through call to actions.
A dedicated microsite was established to host further safety information, and instructional video, print, outdoor and radio applications utilised to further educate and drive digital traffic.
The social campaign was targeted to audiences based on interests and location and utilised video views and clicks to website. Ads were optimised through split testing throughout the campaign. Seven language variations including Italian, Vietnamese and Korean were introduced and further optimised with the best performing ads remarketed to relevant audiences.
The campaign proved extremely effective overall, achieving the set KPIs of increasing use of the safety hotline, clicks to website, time spent on the website and multiple page visits.
Short video content within website and Facebook applications achieved high viewing rates with more than 140,200 video views and a total Facebook campaign reach of more than 449,000.
More than 2,500 unique visits were recorded on the website and average visit length increased from previous campaigns.
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