Marketing

Being in the right time at the right place

November 13, 2015 by No Comments | Category winter

There is a lot to be said for being in the right place at the right time.

Harrison Ford was only invited to the Star War auditions to make up numbers as Han #5 and proceeded to blast away the competition.

John Hewitt was nearly not in the right place at the right time to help Aberdeen win the European Cup Winners Cup in 1983 as the then manager, Alex Ferguson, was considering substituting him before the magnificent winning diving header goal*.

Right place at the right time has become the mantra for the 2015 Ready for Winter campaign.

The 2014 campaign evaluation identified that without the imminent threat of severe weather many put off taking steps to prepare for winter weather.

So we’ve changed the campaign approach. The campaign will continue to use PR, social media and partnership during November to January but we’ve moved away from running advertising at set times with messages that cover the diverse range of winter weather.

Right Time

The campaign responds to weather warnings. After 2 weeks of launch activity we will wait. We will wait for Mother Nature.  Working with colleagues from the Met Office and the Scottish Environment Protection Agency (who are responsible for issuing weather warnings) the campaign will activate further advertising to link in with the weather threat.

If the warning is for snow we put in place the imaginatively titled snow adverts. There are different adverts if the warning is for wind, flooding or rain.

Right Place

By selecting online and radio advertising this will allow us to deliver campaign messages to people as they are at home, at work or travelling. Special arrangements are in place to allow us to switch on these channels at short notice. Plus our campaign website readyscotland.org has had an overhaul behind the scenes to ensure it works on mobiles and tablets.

Our aim is that by being reactive to the weather conditions the campaign messages will have greater relevance and motivate more of us to get ready for winter. This way there will be fewer Scottish households who take the approach suggested by this Manhattan billboard.

* This article has been written by a lifelong Aberdeen fan and might be open to bias in the description of the goal.


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