Posted on May 10, 2017

National consumer advertising campaign for SELECT

Evolution has just launched a second advertising campaign for SELECT the trade association for the electrical contracting industry in Scotland.  As a follow up to last year’s national radio campaign, where we create 3 radio commercials to support their new safety campaign broadcast across Scotland, now adding more media to the mix. Radio, Railways station Posters and also national and regional press adverts.

SELECT have continued advertising with the main commercial radio network of Scottish stations from big city stations Radio Clyde and Radio Forth to Moray Firth RadioNorthsoundRadio BordersTay FM, and WestSound and West FM to deliver the message in a catchy 20” commercial designed to be a factual safety message with out being alarmist, ending with the line visit to encourage potential customers to make contact with a SELECT contractor via their search function of member firms.  You can hear the commercial here. The schedule was mixed and included some peak drive time slots.

New to the media mix this year is the addition of Scottish national and regional press using adverts targeting consumers, of which businesses and householders made up the key audiences, with largely the same issues. Using big bold half page colour adverts depicting the real safety issues that unqualified electricians can leave householders with, we demonstrate the values and benefit of using fully qualified, professionally trained Electrical operatives, especially SELECT member firms.

The list of publications that gave us the best media efficiency in covering the nation was quite large, the full schedule included these titles:

  1. Scottish Daily Mail
  2. Aberdeen Press & Journal series
  3. Dundee Courier series
  4. Southern Reporter
  5. Hawick News
  6. Selkirk Advertiser
  7. Berwickshire News
  8. Berwick Advertiser
  9. Peeblesshire News
  10. Borders Telegraph
  11. Ross-shire Journal
  12. John O Groat Journal
  13. Inverness Courier

In most editions we secured excellent position being early right hand pages, so very prominent and for many the first time they will have seen an advert for SELECT.

The other addition to the media mix was the inclusion of outdoor advertising, with posters at 4 of the busiest Scottish Railway Stations each with very high footfall figures; SELECT chose to use 4 sheet poster sites at; Tweeddale, Stirling, Kirkcaldy and also Glasgow Central. The creative had to do a different job but we kept the core concept just made it more direct and impactful. We took a mixture of regular sites and for Glasgow Central we chose a backlit site.

Posters sites at railway stations

Anecdotal evidence indicates that these sites have been quite visible and successful in boosting awareness as well as a much better understanding of exactly what SELECT and their member firms can offer.

Posted by Neale Gilhooley