Using the 2012 ATL campaign as a template, test and measure experiential as a driver for Race for Life acquisition throughout the 2012 campaign. Connect with public on a local level and balance the emotion of Cancer Research UK’s Race for Life with its fun, sociable personality.
Generate conceptualised and produced 3 pre-Race for Life experiential stands and regionalised the 3 teams across the nation. Using the internal communication for the 2012 ATL campaign as a template, regionally test and measure experiential as a driver for Race for Life acquisition. Created and implemented a UK roadshow platform, activating 75 event days at major shopping centres over a 12-week period leading up to Race for Life events and also created a bespoke experiential trailer to activate at 8 live Race for Life events.Our specially trained teams were tasked with engaging with women and converting their interest in Race for Life into live and online sign ups. This was the first year that screens and iPad’s were used to communicate with the public across the country and voucher discounts were utilised to incentivise the public to sign up.
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