Objectives

The challenge to Cognition was to create a high impact, memorable campaign that both reinforced the goodwill felt by existing clients and promoted the manufacturer in areas identified as key targets for expansion.

With the company operating in an industry often treated with scepticism by the public, a fully integrated approach was required to launch a regionally-focussed community campaign to promote Kingfisher as a company with integrity – Hands Up If You’re Against Bullying.

 Achievements

• Campaign endorsement and brand association with celebrities including Steven Gerrard, David Blunkett, Tony Christie, Darren Gough and Kym Ryder and prime time television programmes such as Coronation Street, Emmerdale and Heartbeat

• Campaign endorsement and brand association with several major children’s charities including NSPCC, ChildLine, Anti-Bullying Alliance and KidScape

• Proactive media relations secured Steve Wright’s ‘Website of the Day’ status for the campaign’s interactive website. The show has the largest listenership on BBC Radio 2

• Sheffield launch event received coverage in key areas of South Yorkshire earmarked as target markets for expansion

• Widespread coverage in national press and target regional and local publications including The Sun, The Yorkshire Post and Sheffield Daily Star 

• Reinforcement of three years of community-lead PR in the Yorkshire region

• Highly commended as ‘Best PR Strategy’ at the 2007 SWOT Awards