FARM

A TV, press and outdoor campaign may seem a little indulgent for a campaign targeting only 8% of the population, but in driving voting registrations amongst eligible voters (who were not registered for the local English and Welsh Elections) the very fact that they weren't registered ruled out more direct communication methods.

The chosen media allowed us to use humour to great effect - an important means of connecting with this audience.

Response to the campaign exceeded all expectations. In the first two weeks of the campaign over 30,000 forms were downloaded with a 60% conversion rate. Overall web visits exceeded those received in the same period prior to the last general election. The call centre struggled to cope, receiving over 1,000 calls per day and had to draft in additional staff.

According to the COI Artemis programme, the campaign has been the best performing government campaign that year, on a cost per response basis and the TV commercial even ended up on Youtube!