Case Study: Global Cool

The environmental group set up shop at the summer's largest music festivals to encourage people to use public transport. What did our expert think?

Global Cool at summer music festivals
Global Cool at summer music festivals

The charity's Do it in Public campaign specifically targeted the brand-loving, trend-conscious mainstream consumer, who the charity says is often difficult to engage in the climate change agenda.

What was done?

The campaign, which was organised by Red Dog Communications and Stream, sought to make the subject of climate change 'cool' rather than 'worthy' by securing a presence at mainstream music festivals including Download, Wireless, T in the Park and the V Festival.

A double-decker bus was used at the festivals to showcase films, books and music that have been inspired by public transport. It also had a chill-out area featuring games that could be played on trains and buses.

Global Cool took advantage of the celebrity performers at the festival by interviewing some of them about journeys they had taken by bus, train or coach.

Videos of backstage interviews with members of groups including Keane and McFly were then posted on the Global Cool website.

Results

Over the three-month duration of the campaign, sign-ups increased by a third and overall website traffic increased by half.

This was helped by the celebrities posting their Global Cool interviews on their own websites and linking back to the Global Cool site.

Media coverage of the campaign reached more than 153 million people worldwide, with 79 per cent of that coverage explaining Global Cool's aim to encourage more people to take public transport.

It was intended that an advertisement screened at six summer festivals and on London's underground network would reach up to 800,000 people. However, it exceeded the charity's expectations, with more than two million people being exposed to the campaign.

Overall, awareness of Global Cool and its aims has more than doubled since the start of the year.

EXPERT VIEW

Chris Catchpole, Executive creative director, Domain

This was a brave attempt to talk to a younger age group about climate change and let them know what they could actually do about it. Some serious celebrity involvement pushed the whole 'cool' theme.

I'm not so sure about the saucy Do it in Public line, but that was just one part of it. The link with festivals made it timely and fun - and it was nice to have a bus travelling all over the country, spreading the word.

It has been supported by a well thought-through, well-connected website that you can learn from and add to. The site does not boast the sexiest design but, having said that, it is functionally solid.

Finding out where your money goes if you donate is kept simple, with a list of projects based in the UK and abroad.

I'm not sure why I'd want to go back to the site after my first visit, though.

SCORE
Creativity: 3
Delivery: 4
Total: 7 out of 10

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