NCS - 'NOW CHANGE SUMMER' CAMPAIGN
NCS is Britain's Flagship youth programme for 15-17 year olds. We worked with the O&M and OgilvyChange pitch team to create a new communication strategy and integrated recruitment campaign that successfully launched January 2017. The work focused on raising the brand affinity to recruit more teenagers to the programme. See more below:
MAKING NCS MATTER
In 2016 we were tasked with persuading 15 – 17 year olds to sign-up to the four week NCS course over their most precious time, the summer holidays.
To reach a target of a million by 2020 the Ogilvy Team had to increase sign up by 37% year on year. We had to make NCS matter. Teens were rejecting the NCS message because they were hearing it from teachers . So we handed control of the message to teens and came up with a campaign they could relate to, ‘Change Your Summer’.
We put NCS graduates front and centre. We celebrated their personal achievements, the skills they learned and the friends they made. The NCS course that was good for your CV’ now became ‘good for YOU’.
CAN MEETS DO
THE CAMPAIGN launched on Boxing Day six weeks from the date of OGILVYS appointment with a smart content strategy. They created content for cinema, VOD and social media aimed at teenagers, parents and teachers, which involved around a hundred edits in all.
January was the most successful recruitment month in NCS history. Sign-ups exceeded the target by 53% and visits to the website were up 86% compared with 2016.
CREATIVE:
Yolanta and I was involved at every stage of the NCS campaign. Contributing creative insights, partnership and activation ideas, slogans, footage and modelling skills for the manifesto and key visuals. We were then invited to pitch to the NCS client, alongside the senior creatives and planners of O&M and Ogilvy Change.
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