Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


118 118 ‘Caroloke’

118 118 ‘Caroloke’

Best practice from Resonate PR.


Christmas 2007 saw Resonate charged with driving call volume to 118 118 during the vital festive period. 


The brief was to engage directly with consumers and stimulate awareness of the helpful 118 118 runners.
Strategy and Implementation
Resonate came up with the concept of ‘Caroloke’.

Utilising the celebrity power of the 118118 runners and the universal popularity of karaoke as a hook, we hit the high streets, filming and photographing members of the public singing Christmas carols and posting them on the branded
These moments of festive frivolity meant the public rushed to see themselves singing online creating an incredibly sticky site and capacity for the personalised clips to go viral.

For every rendition that appeared on 118 118 made a donation of £1 to the NSPCC on the singers behalf.
To drive traffic to the site Resonate commissioned research into the nation’s attitude towards carols.

The results suggested that there is a carol crisis in the UK (58% of children polled stated that carols need to be updated to recapture young people’s attention. 22% of those aged 16 -24 said they dislike carols for being “old fashioned”)
A campaign to save carols by 118 118 was orchestrated, enlisting Aled Jones the UK’s most famous carol singer and 3 of the UK’s best beat boxers to support the cause

Aled acted as spokesperson, delivering 118s key messages and driving the public back to

Beatboxers created a version on the carol Silent Night to contemporise carols and make them fun.

This addressed the perceived carol apathy our research had identified and created unique and quality content for the media.
An intensive media sell in and placement of the beatboxers song reaped major broadcast, print and online coverage.

Aled and our beatboxers flagged up the campaign, the website and 118 118 on BBC Breakfast (see video link below), Radio 4’s Today programme, BBC London TV, ITN, MSN, 20 regional radio stations and 40 print publication.

A clip of the beatboxers, backed by the 118 118 boys has to date attracted 101,202 Views, 281 largely positive comments and at one point leading up to Christmas day had 18 You tube honours. Watch it by clicking the video link below.


The PR value of coverage generated so far is £698,522.00 with positive opportunities to see/hear of 11,749,000

free prescription drug discount card discount drug coupons free viagra coupon
cheat how many guys cheat why husband cheat on their wife
can i take augmentin if i\u0027m allergic to sulfa can i take augmentin if i\u0027m allergic to sulfa
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
how much is the abortion pill read where can i get an abortion pill
coupon for cialis coupons for cialis printable transfer prescription coupon
discount drug coupon open coupons for prescriptions
cialis coupons from lilly free coupon for cialis
how to abort a baby aspiration abortion cost early abortion options
cialis 2 cialis 2 cialis 2
kamagra 100 kamagra jelly
cyklokapron wiki cyklokapron cyklokapron
lilly coupons for cialis free prescription cards
microlite pill when to start microlite pill weight loss microlite pill when to start
manufacturer coupons for prescription drugs lilly cialis coupons coupons for cialis 2016
how to have an abortion pill abortion pill stories abortion price
free cialis samples coupon coupons cialis
duspatal pds duspatal vrij verkrijgbaar
thyrax bijsluiter thyrax bijsluiter thyrax fk
information on abortion pill types of abortion pill
duphaston duphaston duphaston forum
metoprolol pro medicin metoprolol pro medicin metoprololtartrat
aspiration abortion pro choice abortion pill types of abortion pill
abortion pill process articles on abortion pill
naltraxone revia reviews
generic naltrexone site naltrexone for anxiety
naltrexone online link naltextrone
ldn and autism open trinalin
what is vivitrol used for naltrexone implant locations

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.