Cabinet Office & Microsoft
Project: Get Safe On Line
Deliverables: Targeting Strategy
Sector: Public Sector
Client: Cabinet Office & Microsoft
Adapting a brand message
Challenge
The UK government has a desire to make sure that every consumer
has access to the internet and is regularly using it. Consumers
need confidence and security. They need to be reassured that their
personal details will not be compromised and their computers not
infected with viruses. The Cabinet Office instigated a project,
"Get Safe On Line" to promote safe computing. Sponsors included
Microsoft, eBay, HSBC, Yell and Lloyds TSB. Our challenge was to
develop a targeting model for them, to help sponsors identify and
prioritise audiences.
Solution
The targeting model was built initially using TGI data, which
was freely available, with lots of data variables but limited in
terms of numbers of people surveyed. This proved the concept would
work and enabled sponsors to approve the strategy. It also provided
enough information to develop segment profiles and portraits for
each segment.
Once the model had been approved, we were able to source the
data needed to build the final model and develop communication
strategies. The model was built using MORI data. It enabled us to
place every UK consumer into a segment.
Following qualitative research, we were able to build a
messaging framework, which uncovered the key insight for each
segment and showed how the brand proposition: "Take care of your
internet connection before someone else does", would be adapted for
each segment. This was used as a basis for sponsors' direct
communication and central campaigns.
Results
Get Safe On Line launched in October 2005. All launch activity
used the segmentation model, data sources and messaging frameworks.
A benchmark study ascertained levels of safe internet usage and
awareness of the proposition on launch. The likely benefits of this
programme are long term, so levels of safe usage will be seen over
a number of months.