Aim of the campaign:
When global brand WD-40 needed a new high-profile, national promotion, we delivered an intelligent campaign with a hard hitting message to a defined target consumer audience – highlighting bicycle safety among young people
How we activated our ideas:
Working alongside renowned charity, the Bicycle Helmet Initiative Trust, Connect PR launched a nationwide competition inviting primary school children to design a bike helmet.
The campaign allowed WD-40 to engage with a key target consumer audience and deliver vital safety messages, supporting the company’s marketing and corporate social responsibility objectives.
More than 2,000 youngsters from schools around the country signed up to the competition with the winning design manufactured and donated to children at disadvantaged schools.
A calendar of safety presentations at each of the 20 regional winning schools ensures ongoing face-to-face promotional opportunities, with the overall national champion also enjoying a spectacular display from stunt bike specialists Animal Action Sports Tour, offering an additional event with spectacular visual media appeal.
Coverage highlights:
In excess of £100,000 worth of coverage has already been generated in the first phase of the campaign, with that figure set to rise significantly as we flick through the gears for stage two of the initiative where regional winners and the national champion are announced.