Manufacturers of a silver anti-microbial additive, Biocote, wanted to create a talking point amongst consumers and develop new international markets with a minimal budget.
Our research identified that consumers were particularly concerned about the level of bacteria in the built environment, particularly around Superbugs such as Salmonella and MRSA. Not just in hospitals but on day-to-day objects. Consumer awareness would in turn drive manufacturers to adopt anti-microbial technology in their products.
Develop a campaign to realise these fears. We identified the perceived most dirty places in the UK and then facilitated swabbing and analysis of the top and bottom rated spots (public toilets and ATM’s) and compared the results – providing us with a leading headline - Cash machines are dirtier than public toilets…
With an extremely limited budget, the campaign delivered a total of 11 national press hits, three national broadcast hits and four international broadcast pieces, in addition to over 50 online articles.
We delivered a campaign ROI of 458:1 for the client.
In addition to targeting national and regional press, interviews with Biocote microbiologist, Dr Richard Hastings, were pitched to national broadcasters, which resulted in coverage on BBC Breakfast, Daybreak and Talk Sport.
Following this, the client also received international coverage on CNN Domestic, CNN International, NECN and America in The Morning and Westwood One Radio, broadcasting to 500 radio stations across America, and incremental mentions in Asia, Australasia and continental Europe.