Word of Mouth
To promote the British Heart Foundation’s annual flagship event, the London to Brighton Night Ride, and convince people to take part and raise money for the charity.
Knowing from previous campaigns that audiences often need a little more persuasion when it comes to charity fund raisers, we sent a team of cycling loving Promos to park, communal areas, cafes and pubs across London to engage in some word-of-mouth activity.
The Promos were fully briefed and told to start conversations amongst groups about the event. Therefore, lending the campaign a self-perpetuating edge as friends discussed entering once the Promos had left.
Wearing branded British Heart Foundation clothing and armed with facts, figures and a friendly tone, the Promos approached people relaxing in the sun and, more importantly, people who had stopped for a rest mid bike ride.
Alongside the word of mouth campaigns we simultaneously ran poster, hand out and leaflet distribution campaigns to spread the word.
- 350 unique interactions over 12 hours.
- Nearly 30,000 leaflets distributed through hand to hand activity.
- 2,925 posters displayed across London.
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