Slugger O'Toole

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Friday Thread: The importance of creativity, fun and engagement in digital marketing

Fri 22 March 2013, 2:07pm

Our video, featuring Highways Manager Jon Fraser, was released last week. It has been widely well received, and cost was relatively little at £800, provided by our contractor rather than from public funds. We made sure we spent it working with local filmmaker. It took just a day and a half to make. Given the video’s ongoing success with getting its message across, with over 11,000 views and rising, we felt it was time and money well spent.

There’s no question of communicating what we do as an authority to residents not being necessary, but in this instance it has been the way in which we have done it which has generated much more feedback, both positive and negative, than the other ways in which we do this communicating. Which is exactly why we did it.

By creating content which engaged people’s interest by giving them a talking point, we have been able to get our message about reporting potholes (an otherwise uninspiring topic) much further than we could have done through any traditional communications channels, or even through a series of lacklustre tweets or blog posts on the subject. We needed a new way of getting that message across.

Inspired by Torfaen County Council’s example we have created a video which does exactly that. Feedback on the video has been hugely positive, and even those who had criticisms are still better informed about reporting potholes than they were beforehand.

Although it may appear lacking in seriousness, opening this information up to a new way of communicating means it is reaching more people, and engaging their interest. Providing information about our services in ways which do this is essential, and is really quite serious indeed.

Here’s my interview earlier with Mick in today’s DigitalLunch session:

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Comments (2)

  1. Rory Carr (profile) says:

    Goddamnit !

    I’ve been informed, amused, entertained and delighted by a bloody infomercial video from a local bloody authority !

    And then, to add insult to injury, I learn that the whole bloody thing was done on a “cheap as chips” shoestring budget and that paid for by local contractors rather than the local authority.

    If this type of thing keeps up, or worse still, starts to spread, there will be nothing left to complain about. And then where will we be ?

    I ask ye.

    What do you think?
    (Log in or register to judge or mark as offensive)
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  2. DC (profile) says:

    Looks like the council has mimicked popular commercial advertising culture to get its political message out fairly cheaply and in a way that’s easily understood by its audience through music, also body language makes up the largest part of communication which is lost in a bog standard press release or newspaper ad or circular, but isn’t lost in that youtube clip.

    Rather than a good deal on your car insurance, the council ensures a good deal on your potholes?

    What next, perhaps belfast city council and meerkats?

    What do you think?
    (Log in or register to judge or mark as offensive)
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