Background

Coventry City Council tasked Gencia with creating a campaign aimed at reducing the number of unsecured break-ins on businesses in the city.

Challenge

Gencia had to devise an engagement strategy that would have a high visible impact and encourage commuters to switch on their Bluetooth as they were passing through Coventry station. This had to be done on a small budget and without using the more traditional poster sites.

Solution

To encourage commuters to actively switch on their Bluetooth and receive the content, Gencia created a guerrilla marketing campaign using the station itself to raise awareness.

Life-size images of wallets, keys, credit cards and mobile phones have been used as floor stickers as well as bright yellow barrier tape on most of the vertical surfaces throughout the station.

An animation was then broadcast via Bluetooth which delivered the message along with a link to a website for more information.

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