There has been a big investment into Gloucestershire’s Highways, however public perception remains a point of contention for many, with a need to engage and respond to concerns and feedback, whilst showing all of the hard work that has been completed. From discussions with stakeholders, it was clear that Highways needed to better communicate their work to the general public, whilst also gaining a well rounded understanding of residents, workers and GCC staff’s experiences. The goal of this project was to perform discovery and analysis to get a well rounded insight into how the Highways services are perceived, and build a communications strategy and marketing campaign to visualise this across multiple channels.
Using key assets such as the National Highway & Transport Network survey, Local Roads Feedback Survey, enquiry data, website engagement and social media metrics, we were able to dive into the detail, and uncover the core issues, themes and tasks to focus on to add the best value possible for the network. This discovery phase allowed us to analyse the sentimental responses to Highways as a service, establishing common threads throughout the data and insights.
Our deep analysis and takeaways from the discovery process, informed our creative concepts. We were briefed to develop an overarching campaign concept to be shared
across multiple channels, with a core focus on addressing resident concerns and raising awareness to all the work the Highways teams do every day. The creative went through multiple iterations, with feedback and collaboration with a number of GCC teams sharing their input.
We developed a bold campaign that encapsulated the purpose and drive behind Highways. The two core call to actions were to highlight how their £100 million road repair investment is being spent and directing residents to pinpoint issues to Fix My Street, Gloucestershire’s road maintenance ticket system.
The final creative was distributed across Digital Out of Home screens (DOOH), social advertising across Facebook and Instagram, Youtube display advertising, radio and
Spotify. Mosaique led the creative across all platforms, including art direction and videography, and scripting the radio advert, aired on Heart Gloucestershire and local
Spotify adverts.
The outcome was positive, with an excellent return on investment across the DOOH, with 314k impressions delivered (700% over predicted results). The radio advert reached 124k listeners, with over 706,800 impressions over the campaign period. Spotify generated 90,486 impressions across Gloucestershire listeners (139% over predicted).
Social advertising across Meta platforms garnered 634k impressions and had a low cost per click of £0.98. Page engagement increased on the GCC Facebook page, with 18k engagements recorded. YouTube garnered 5,222,819 minutes of watch time on the 1 minute Highways video with a completion rate of 18%. The campaign proved a success, with fantastic results, raising awareness of the work Highways do and making reporting issues easier for local residents.
We were brought onboard by Gloucestershire County Council to create an encompassing brand message that could encapsulate the purpose of The Robin. An opportunity to provide better awareness of their local bookable bus service, with the goal of converting North Cotswolds residents to give it a try.
Gloucestershire Road Safety Partnership tasked us with creating an impactful and innovative campaign to spread awareness during the festive season. To stand out we needed to create something unexpected, so we ruined the joy of Christmas.
