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118 118 ‘Caroloke’

118 118 ‘Caroloke’

Best practice from Resonate PR.

Background.

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

Objectives.

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 caroloke.co.uk
 
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 caroloke.co.uk 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 Caroloke.co.uk.

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.
 
Results
 
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

AJR
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