London Fire

Department

Alex Gazer, Cam King, Chris Croucher, Mackenzie Huber, Marco Rogato

The Message

Stop the fire before it has a chance to start, every fire is preventable and by taking simple steps, you can reduce

your risk of starting a fire

Campaign Challenges

• Community apathy• Constant inundation of other advertisements• Breaking through media clutter• Obtaining quantifiable data • Fiduciary duty

Campaign Objectives• Raise Awareness• Present Compelling Fire Prevention Info

• Reduce Fire Incidents by 15% in 5/13 Hotspots

• Produce Effective Campaign Within Budget

• Obtain Measureable Quantifiable Data

Key Findings/Insights

30.66%

20.52%

Strategic Summary

• Focus on Most Prevalent Demographics • Engage Viewers in Most Relevant Mediums• Targeting Core Demographics for Maximum Efficiency

SOHOCore

Adelaide &

Kipps

Adelaide S

t. N Corr

idor

Huron Heig

hts

Mornington

Potte

rsburg

Trafal

gar Heig

hts

Hamilto

n Rd

King Edward

/ Thom

pson Rd.

White Oak

s

Manor

Park/

Baselin

e Rd

West Lo

ndon0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Demographic Breakdown Of 13 Hotspots

Mobility Blues Single City Renters Lunch at Tims Grads and PadsSolo Scramble Day Tippers/Night Owls Exurban Crossroads Electrical AvenuesGrey Pride Rods/Wheels Blue Collar Comfort White Picket FencesMr/Mrs Manager Start Ups/Seniors Park Bench Seniors Suburban Rows

Demographic Segmentation

Core

Single City RentersGrads/PadsSolo ScrambleElectrical AvenuesGrey PridePark Bench Seniors

Hamilton

Mobility BluesLunch at TimsSolo Scramble

SoHo

Mobility BluesGrads/PadsSolo ScrambleDay Trippers/Night OwlsElectrical Avenues

•Mobility Blues• Solo Scramble• Grads & Pads• Single City Renters

Mobility Blues

Leisure Rock

concerts, Casinos, Racing,

SwimmingMedia YouTube,

Mobile, Rock Radio

Solo Scramble

Leisure Bars, Clubs,

Rock Concert, Movies

Media Twitter,

Mobile, Photo Apps, Rock

Radio

Grads and Pads

Leisure Orchestra,

Horse Races, Fitness Walking

Media Twitter,

Tablets, Online

Banking, Classical

Radio

Single City RentersLeisure

Rock concerts,

Basketball, Jogging,

CubaMedia

Facebook, Google+,

Mobile, Rock Radio

Overview of Campaign

• Promotional Tweet

• 30sec YouTube P.S.A.

• Transit Shelter Ad

• Cineplex Media

Promotional Tweet

#LFDHotSpots• Sent Out When Fires Take Place In Hot-

Spots• Provide Platform for Engagement• Provide Information About Fire Prevention• Measureable• No charge for organic activity• IMC

YouTube PSA

“Prevention, It’s That Simple”• Displays Possible Hazards, Worst Case Scenarios/Prevention• Memorable• Measurable • Coupled with #Hotspots• High targeting based on age, gender, location, interests

Transit Shelter Ad

“iSpy Danger”• Poster Image Depicting Hidden

Hazards• High Interactive Engagement• Right Time, Place, Person• Coupled With #LFDHotSpots• Poster Medium Not Limited to Transit• Word of Mouth/Memorability

Cineplex Media

• Tim’s TV, Cineplex Pre Shows• Hits alternative demographic• More mediums for

engagement• Forced to view• Reach older demographic, for

longer periods of time

Tim's TV Programming Ratios

Quality and Freshness EntertainmentBrand Values CommunityAdvertising

Crunching the Numbers (approx.)

Blocking Chart

Budget

Overview of Campaign

• Promotional Tweet

• 30sec YouTube P.S.A.

• Transit Shelter Ad

• Cineplex Media