Event Marketing Street Team Educates Youth through SMS Text Messaging Campaign

Agency: Wasserman + Partners Advertising

Wasserman + Partners Advertising is the largest independent full-service ad agency in BC. Entrepreneurial and responsive with a global reach via Worldwide Partners - a partnership of 75 agencies in 38 countries – Wasserman creates strategic, innovative advertising and marketing solutions to help build brands and business.

Client: WorkSafeBC

WorkSafeBC is an independent provincial statutory agency governed by a Board of Directors that serves nearly 2.3 million workers and about 197,000 employers. The organization is committed to safe and healthy workplaces and to providing return-to-work rehabilitation and legislated compensation benefits to workers injured as a result of their employment.

Project: “Raise Your Hand”

An events based campaign that drives home the message that youth have the right and the responsibility to ask questions about safety in the workplace. Raise Your Hand was present at target market events, including Pemberton Music Festival, Kokanee Crankworx and FoxFest.

Objectives:

Drive participants to the Raise Your Hand booth at various events

Raise awareness of workplace rights, reduction of work related injuries, and WorkSafeBC

Drive traffic to website

Build a database of people for future campaigns and on-going communication

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

3 Tier Logic’s mobile marketing accessed the target market of males and females aged 18-34, who remain at a high risk for workplace injury. Brand ambassadors delivered key messaging at events, distributed postcard with a text message “call to action”, and encouraged participants to text-in and win a variety of Raise Your Hand instant prizes redeemable at the Raise Your Hand event booth.

To further increase website traffic, brand ambassadors also captured short video testimonials of participants’ unsafe work practices and posted them on the website.

The Results:

This year’s campaign built upon the award success of Wasserman and WorkSafeBC’s Raise Your Hand campaign of 2007. The integration of mobile messaging allowed participants to instantly win Raise Your hand prizes and drove traffic to the events booth.

Over a thousand participants of the target demographic were entered into the WorkSafeBC prospect relationship management database for pontential ongoing communication and future contest announcements.

Text message tracking demonstrated which events were the most effective in engaging the audience and yielding the highest number of entries.

Participants benefitted from both sharing their own workplace experience, as well as being educated by others’ stories.

Client Feedback:

“By being able to spread this campaign across different sources of print, outdoors and TV, it allows us to figure out what works best for our client and what works best for the campaign. I think it’s a great tool to use, it works amazingly well to actually interact and engage your target market. It’s awesome to track, very simple to use, you don’t have to be text savvy to know how to use it, and I definitely recommend it to any other agency.”
Rachel Legge, Wasserman + Partners Advertising