BIS Ethnic Marketing Campaign – East Europeans
BACKGROUND:
The department for Business, Innovation and Skills aimed to raise awareness of enforceable employment rights among vulnerable workers.
As this was a national campaign that needed BME buy-in, the creative assets developed by the mainstream agency was utilized and tweaked (for BME relevance).
Maintained ‘brand synergy’ while running Mainstream & BME campaigns simultaneously.
Objectives:
To raise the level of awareness of the new helpline amongst the Target Audience
Ensure the calls to the helpline are relevant, quality calls.
To encourage vulnerable workers to take action, which may also include visiting the website.
TARGET AUDIENCE:
Eastern European migrant workers; Polish, Lithuanian, Romanian, Slovakian, Latvian, Bulgarian, Bangladeshi.
RESULTS:
• Consistently retained the account over a 4 year period.
• Create a dialogue and buying in from SME employers and get them to promote awareness within
their employees about Minimum wage.
• Achieved 43% target audience engagement through campaign press, outdoor and digital channels.
• The helpline recorded a 90% increase calls following our campaign launch.
www.mediareach.co.uk
