The Story: Lincs & Notts Air Ambulance (LNAA) receive no government or NHS funding, so rely on the public for support to be able to continue running their life-saving service.
LNAA does not have as strong brand awareness across the Lincs and Notts region as they’d like. This out of home (OOH) campaign was an opportunity to promote the LNAA brand and life - saving services that local communities rely on and encourage support from them.
The Story: Lincs & Notts Air Ambulance (LNAA) receive no government or NHS funding, so rely on the public for support to be able to continue running their life-saving service.
LNAA does not have as strong brand awareness across the Lincs and Notts region as they’d like. This out of home (OOH) campaign was an opportunity to promote the LNAA brand and life - saving services that local communities rely on and encourage support from them.
LNAA does not have a particularly strong brand awareness across the Lincs and Notts region. This OOH (Out of Home) campaign is an opportunity to promote the LNAA brand and services that local communities rely on and encourage support from them.
The Brief: To create an OOH brand awareness campaign to reach new audiences across Lincs and Notts, to raise brand awareness of the charity and ultimately to raise vital funds for LNAA now and in the future.
To create a series of digital ads, conveying the work that LNAA do:
6 sheets across key supermarkets:
- Tesco & Waitrose (6 seconds)
- ASDA, Sainsbury’s (10 seconds)
48 sheets across Lincs & Notts displayed for 10 seconds, every two minutes, from 5am to midnight.
LNAA wanted to re-enforce the messaging used over the last year:
BEACHSIDE. ROADSIDE. COUNTRYSIDE.
IN A CRISIS, WE’RE BY YOUR SIDE.
BEACHSIDE. ROADSIDE. COUNTRYSIDE.
BY YOUR SIDE. DAY & NIGHT.
Our Response: We created a strong campaign identity using the brand key messaging and brand colours. This gave a consistent look and feel, to aid with recognition and drive brand awareness. Crew images were the focus and their name and role were added to personalise them.
The messaging was tailored according to site location and dwell time e.g. a ‘Donate now’ message was added to the 6 sheets, and the 10 second versions had additional body copy to further explain why LNAA rely on public support.
How it works: Strong, vibrant brand colours and human images with a mixture of crew images – call-out action shots as well as friendly crew shots personalise LNAA as well as provide insight into what they do to save lives.
Crew names and their role added to further increase emotional engagement and help build relationship with potential supporters.
Re-using core brand messaging used in other recent campaigns helps drive brand recognition over time.
Brand awareness