Aug 15, 2015 Category: client

cool-clean-case-study

Challenge

Inform boaters about the hazards of dumping waste and shore-side options for disposing of waste properly.

Solution

Reach boaters at “top of mind” moments with “Frozen” Billboards, Floating Billboards, digital and targeted print. QR codes and display ads link to DBW website and “how to” video.

Results

+8% increase in YOY boater awareness.

Awards

DBW National Award – Honorable Mention for creative use of media.

Developed and implemented a two year multi-media campaign for California Department of Boating & Waterways “Clean Vessel”. The scope of work included creative development, media planning and buying, pre/post research, and campaign evaluation.

Excellent knowledge of California media markets, strong negotiation ability, excellent project management skills.- Kevin Atkinson, PE, California Department of Boating and Waterways.

The campaign utilized creative and innovation techniques to increase awareness of proper human sewage disposal amongst boaters and those enjoying the greater Californian waterways. A floating billboard was created to run in the busy Marina Del Ray waters and garnered considerable attention including press articles. Another effective and innovative technique was wrapped ice chests located at marinas across California.

Media Solutions leveraged the overall two year media budget of $1.027M to deliver a media match of $1.099M equating to a 107% match. This was supported by a final report including a bound document of affidavits from all media vendors.

Most importantly our post campaign research reported 75% of respondents noted some form of the campaign’s call to action: “use a pumpout station” or “don’t dump in the waterways” and a decrease in respondents dumping sewage in the California waterways.