Client: NSPCC
Agency: Zed Media
Lead planner: Sylvia Benaim
NSPCC wanted to raise awareness among young people that you can contact ChildLine about any problem, big or small, using the tagline: "Whatever your worry, it's better out than in".
Strategy
Zed Media needed to move away from portraying serious situations and forms of abuse to airing messages in environments that would convey a sense of openness and trust. Zed Media, therefore, developed a three-fold strategy that involved talking to children and young people through their key media, using their language and providing them with access to the ChildLine number and key information.
Activity
Zed Media created an integrated and targeted campaign. This involved the use of high-volume, targeted rich and non-rich display activity on sites such as MSN Hotmail and Messenger, Piczo and Habbo, as well as pre-roll video activity on Yahoo Music. Zed Media also incorporated static in-game advertising into the popular Xbox online games Skate, Guitar Hero and Tony Hawk's Proving Ground.
Results
Over the five weeks of the campaign 368,579 clicks were garnered, with an overall click-through rate (CTR) of 0.79% and a high rich media CTR of 1.45%. In addition, the campaign achieved a rich media interaction rate of 67.85%, which is 13.5 times the IAB industry average for this sector. More than 66% of people who viewed the rich media ad expanded the video and went on to watch for an average of 30 seconds - the full duration of the ad. Post-campaign research among the target audience revealed that 67% of respondents believe ChildLine is responsible for "help with any problem", up from a pre-campaign figure of 49%. In addition, NSPCC became the first charity to use in-game advertising as part of its media activity.
Sylvia Benaim, planning director, Zed Media
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