Challenge:
Computeractive magazine, published by Incisive Media, is the UK’s best selling home computing title (circulation 216,031). AxiCom worked with the magazine’s editorial team to launch a national editorial campaign to promote the Computeractive brand as a consumer champion.
Actions:
The Crystal Clear Broadband campaign launched in September 2007 and the key aims were to:
• Lobby Ofcom to oblige ISPs to provide clear information about actual speed customers are likely to receive as a 'typical rate'
• Ensure ISPs are required to provide this information clearly before the consumer commits to contract
• Encourage Ofcom to provide an independent speed testing service for consumers
A branded speed test application was made available through the Computeractive website, and the first wave of PR promoted the availability of the tool and encouraged the public to download and use it. 3,000 people carried out over 180,000 tests with the result that 62% of those tested were receiving less than 50% of their advertised broadband speed.
The extensive pitching process targeted national and regional press as well as radio and TV – key journalists were offered pre-briefings and an exclusive was arranged with Radio 5 Live to introduce the campaign the day before launch followed by broad distribution of news and targeted follow-up on the day.
As the campaign progressed news alerts were issued to maintain momentum. Consumers were encouraged to sign a Westminster e-Petition and were directed to via Computeractive.co.uk as well as links on consumer websites/forums.
Results:
• Ofcom’s consumer panel issued recommendations for regulating domestic broadband providers in December 2007, which mirrored two of the campaign aims
• Computeractive’s editor Paul Allen was invited to speak at the government’s Westminster eForum on “delivering next generation broadband”
• Coverage in 62 UK media outlets, including BBC News Online, The Gadget Show, The Scotsman, The Times, Radio 1 and Radio 5 Live, a total audience of 31,686,367
• Over 10,000 people signed the e-Petition
|
