Case Study: Scottish Executive
Background
A part of a major fire safety initiative, the Scottish Executive wished to raise awareness of the dangers and risks of fire in the home. The campaign demanded an engaging and compelling communications solution.
Activity
Mediacom Edinburgh, acting on behalf of the Scottish Executive, conceived and executed a creative solution designed by The Leith Agency for the Fire Safety campaign using one of the Digital-Scotland titles. The campaign ran on s1homes, with striking images of burnt out properties being seeded into the first page of all property search results.
[ s1homes search result example ]
Additionally users were invited to book a home safety check via an online form.
Results
As a result of the genuinely creative and unique approach of Mediacom Edinburgh and the audience of s1homes, the burnt out property listings were viewed in excess of 990,000 times and generated 23,000 clicks - a click through rate of 2.3%. 79 home safety checks were booked via the online form.
This activity contributed to the Scottish Executive and Mediacom picking up Best On-Line Media Strategy / Campaign in the 2007 DADI awards.
