Confessions from the Throne: United Utilities’ Big Bog Diary Room Gathers Thousands of Social Pledges and Quirky Confessions!”
Our goal was to support United Utilities in educating the public about the importance of responsible flushing habits. The focus was on revealing people’s strangest flushing confessions to highlight the issue, while simultaneously boosting social media engagement.
Campaign Strategy:
- Interactive Brand Activation: Developed ‘The Big Bog Diary Room’, an innovative and humorous experiential space, to draw attention to the serious issue of flushing inappropriate items down the toilet.
- Engaging Storytelling Approach: Utilised a ‘big-brother style’ diary room, where participants could share their most unusual flushing confessions on camera, making the campaign relatable and memorable.
- Social Media Integration: Created a selfie seat with props, encouraging visitors to engage with the campaign on social media using the #3PPromise hashtag.
Execution:
- Comprehensive Staffing Solutions: Provided skilled staffing and round-the-clock management to ensure a smooth operation throughout the campaign.
- Effective On-Site Management: An EXECUTIONAL event manager was present on-site for logistics control, stock management, and to provide immediate feedback and liaison with the client team.
- Branding and Promotional Materials: Supplied custom-branded clothing and props to reinforce the campaign’s message and visual impact.
- Real-Time Analytics: Implemented a detailed web-based reporting platform for tracking key distribution information and gathering staff feedback, allowing for responsive adjustments and enhanced engagement.
Impact:
This unique campaign effectively combined humour with a critical environmental message, leading to thousands of social pledges and high levels of engagement. The Big Bog Diary Room not only raised awareness about a significant issue for United Utilities and taxpayers but also created a lasting impression on the public about responsible flushing habits. The campaign’s interactive nature and strong social media presence significantly amplified its reach and effectiveness.