Leeds: We're Going on A Bear Hunt

Bus Stop 6 sheet

Digital Billboard on the Armley Gyratory

Objectives

The campaign’s primary objectives were

-Build momentum of the Bear trail in the run up to the launch across Leeds

-Increase awareness, engagement and participation on the Bear trail around Leeds city centre

-Highlight the joint campaign by Leeds Hospital Charity and Leeds BID to create the bear journey, encouraging community support of a vital charity in the process

-Increase downloads of the app for the trail

Paw print biscuits as sold in a partnership with Gilchrist Bakery

One of the statues which formed part of the trail

‘We’re Going on a Bear Hunt, We’re going to catch a big one. What a beautiful day. We’re not scared.”

Strategy and Execution

The Ark Media delivered an effective and integrated campaign for Leeds Hospitals Charity, in collaboration with Leeds BID, to raise awareness about the Bear trail and how people could get involved.

Targeting audiences of grandparents and parents looking for activities during the holidays in 2023, we used a combination of static and digital sites to build a high reach and frequency, as well as to create hype around the event and ensure the Bear Hunt was at the forefront of summer holiday planning. Using the opportunities for multiple creatives offered by digital sites, we used a countdown creative to trail the launch and then switched to a 'we're here' message during the hunt.

Promotion of the app as part of this messaging created an interactive conversation, where participants could track how many steps they had taken and log which bear they had seen throughout Leeds.

Thanks to our close relationships with media owners, we were able to attain some additional digital 48 sheets free of charge to help increase awareness of such an important cause. 

As an additional way of encouraging donations to Leeds Hospital Charity, the Ark Media facilitated a partnership with Leeds Hospital Charity and local Gilchrist Bakery to create paw print biscuits sold at pop up shops on the trail. This enabled more donations for the charity and more treats for children meeting the life size furry friends from the famous story.

The strategy included

-An integrated Out of Home media used including both static and digital 48 sheets, bus rears and rail 4 sheets. 

-The use of different creatives on digital sites which included a countdown to the launch and a we are here message during the hunt

-Partnership with local business and Leeds Hospital Charity to sell biscuits pop up shops on the trail to raise more funds

-Free digital advertising as a way to further push participation and donations for this important cause.

Community Engagement

Engaging key audiences with wide ranging digital exposure proved hugely successful. Bringing a favourite children’s classic to life while highlighting a vital cause that needed funds proved a powerful communications mix that struck a chord with parents, grandparents, and children alike.

The exposure and the successful partnership with a local business showed how joining together to achieve a common goal could achieve exceptional results.

The campaign achieved great engagement with the public, with 43,358,814 steps registered within the app during the course of the trail, and resulted in considerable support for the Leeds Hospital Charity. The Bear Hunt team were recognised at the Leeds Compassionate City Awards, winning the 2023 Year of Culture Project.

A spokesperson from Leeds Hospital Charity said: “The out of home exposure on major road and rail networks on the way into Leeds was rolled out ahead of the trail and helped build anticipation for the arrival of the giant bears.

“The trail was a huge success and raised vital funds enabling us to continue to support projects to enhance the care for some of the region’s sickest children and babies. We would be delighted to work with The Ark on further projects again in the future.”