Case Studies

Community Housing Cymru

Campaign Background:

Community Housing Cymru embarked on a bi- lingual advertising campaign that would enable them to communicate in an effective and relevant way with the Adult population of Wales.  The main objective of the campaign would be; to raise awareness of CHC and its role as the umbrella organisation for housing associations in Wales, to overcome negative perceptions of HA tenants, to raise profile and prestige of Housing Associations and to Re-enforce Housing Associations’ positive role in delivering social justice.

Overview:

In order to meet all their objectives Morvah suggested a mixed media campaign including ITV and S4C, 11 Radio Stations and an outdoor mix of Roadside 48 sheets, Train station 4 and 6 sheets and bus streetliners and rears. The creative approach was based on feedback from CHC members and there was some expectation that any advertising would feature ‘real people’.

Morvah managed the campaign, including planning, purchasing and production, within the agreed budget.  Over and above the agreed media schedule purchased, additional ‘Added value’ was negotiated with guaranteed ‘clicks through’ on ITV local, a week of 60 Second ‘Real action’ on Real radio and 4 weeks additional outdoor.

Results:

The campaign has been successful in increasing awareness of Community Housing Cymru and according to post campaign research opinions towards Social Housing / Housing Associations are more favourable.

For example:

75% agreed that ‘ HAs help people to get a foothold on the property ladder’ (vs. 56% of those who have not seen an ad)

61%  agreed that ‘ People from all walks of life live in HA homes’ (vs. 54% of those who have not seen an ad)

66% agreed that ‘HAs helped to improve and develop communities’ (vs. 58% of those who have not seen the ad).

UK Independence Party

Campaign Background:

The UK Independence Party approached Morvah for the 2009 European election campaign.  Turnout at European elections is notoriously low and the main objective of the campaign would be to inform the election date and gird all eligible adults to vote UKIP.  The Advertising Standards Authority place restrictions on most media options for political advertising and parties traditionally rely exclusively on roadside 48 sheet campaigns.

Overview:

In order to meet their objective Morvah reviewed and challenged restrictions placed on media platforms in relation to Political campaigns.  Morvah presented to UKIP National Executive Committee previously uncovered options with similar coverage and viewing frequency to a national 48 sheet campaign for the same budget.   Nigel Farage, the party leader and Ken Irvine, UKIP European Campaign Director, agreed to appoint Morvah to purchase bus and rail advertising on behalf of all regions of the party with Mediavest retaining the national 48 sheet contract. The following extract was sent by CBS outdoor to UKIP Head Office:

Morvah have spent a lot of time working behind the scenes to make certain that the bus companies are now willing to take Political advertising, something they have always declined in the past.  This is testament to the effort Morvah have put in on behalf of UKIP going that extra mile on your behalf.

Morvah purchased bus streetliners and bus rears at competitive rates.  These were used as a standalone option or in conjunction with 48 sheets.

Results:

The campaign has been successful in increasing awareness of election dates and the success of UKIP in this election is widely reported as their most successful ever.  Votes for UKIP in areas utilising bus advertising alone were significantly better than expected for the area.

Surrey Safety Camera Partnership

Campaign Background:

Surrey Council launched Drive SMART as a year-long campaign to increase awareness and change attitudes towards anti-social driving.  The campaign targeted drivers who either owned their own car or regularly used a car in key towns in Surrey including: Guildford, Woking, Weybridge, Chertsey, Leatherhead, Esher, Redhill and Epsom .  Drive SMART is the second phase of Surrey’s strategy and Morvah also managed the initial phase.

Overview:

In order to meet their objectives Morvah suggested a mix of outdoor and radio advertising taking into account the locations and target demographics.  Morvah managed the campaign, including planning, purchasing and production, within the agreed budget. 

Results:

The campaign has been successful in increasing awareness and changing attitudes towards anti-social driving.  According to post campaign research:

  • 65% of respondents have a perception that antisocial driving is a problem in Surrey.
  • There is clear evidence that the campaign has heightened awareness of anti-social driving as an issue in Surrey. 
  • Spontaneous awareness of the campaign has risen from 29% in the benchmark phase to 45% in phase two following the Drive SMART campaign.  The increase in awareness is primarily driven by advertising (40%), rather than press/news stories (19%). 
  • Very clear evidence that those who have seen or heard the campaign are much more positive about SP/SCC’s commitment to tackling anti-social driving. 
  •  ‘They take anti-social driving very seriously’: 74% of those aware of the campaign agreed with this statement vs. only 61% of those who were unaware of the campaign
  • ‘They have listened to what the public has said about anti-social driving’: 48% of those aware agree, vs. 41% of those unaware      
  • ‘They have recently been effective in tackling anti-social driving’: 34% of those aware agree, vs. 23% of those unaware
  • ‘They have recently raised their profile with respect to anti-social driving’: 42% of those aware agree, vs. 35% of those unaware
  • ‘I see lots of advertising & publicity from them about anti-social driving’: 31% of those aware agree, vs. 20% of those unaware

Quality Carpets Direct

Campaign Background:

Quality Carpets Direct appointed Morvah to develop a cutting edge e commerce website to showcase their range of High Quality Carpets. After investing in the design and layout of the site, the main objective would be to increase their online visibility through web search engines.

Overview:

  • Improve rankings for key terms such as ‘Cheap Carpets’.
  • Increase website traffic.

Morvah’s search specialists got to work on the website, looking for ways to improve the rankings for their key terms. By strengthening Meta descriptions, developing the on site content and improving the linking structure, the rankings soon began to climb.

Results:

Traffic began to increase soon after Morvah began working on SEO. The keywords ‘Cheap Carpets’ climbed to the top of Google, helping to encourage new customers and fulfilling one of Quality Carpets Direct primary targets.

The overall organic search engine traffic continues to rise steadily month on month.