118 118 - Caroloke
To drive call volume by getting 118118 on the agenda for Christmas by leveraging the personality of the runners and engaging with Christmas shoppers

Who did we need to speak to?
All high street shoppers of every age and gender

What was the story?
Inspire some Christmas cheer by having the runners encouraging shoppers to join them in a Christmas carol! The public could then view themselves in action on a 118 inspired website - www.caroloke.co.uk

How was it told?
Partnerships with the NSPCC and free promotion on Capital Radio for 8 days of live reads, highlighting the website www.caroloke.co.uk and the high street location of the 118 team

Result:
•  Call volumes up 8% YoY for December – entirely attributed to Caroloke
•  Total of 538 Caroloke videos taken and an estimate of 1,817,000 Londoners
    exposed to activity
•  The website results reached 488,334 total views and 97,121 unique visitors
•  38% returned to site and 95% of traffic was from UK
•  Over 35,000 votes were cast; Over 7,000 videos were sent-on via email

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