Luminate Group Laptop Appeal

One of three digital billboards used in the campaign which achieved a total of 62,000 impacts. This one on Whitehall Road entering Leeds

Digital Screen within Leeds Bus Station, small format sites like this across Leeds delivered 3.6 million impacts

Objectives

The primary objectives were to

-Encourage laptop donations to Luminate Education Group to distribute to children who needed the technology to access their education during the pandemic

 -Raise awareness of other items that were needed to help children get online such as dongles, USB sticks, routers and wi-fi cards

Strategy and Execution

The impact of lockdowns meant fewer opportunities to raise awareness and as such picking the correct methods of advertising became even more important. Focusing on areas where there would be more footfall, as restrictions were lifted slightly, The Ark Media advertised in Leeds Train Station and other higher traffic areas across Leeds. Advertisers were contacted and asked if they would kindly donate space to such a good cause to help the younger generation learn in unprecedented times.

The strategy included:

-Out-of-Home (OOH) advertising space in key locations including Leeds Bradford Airport and Leeds Station and Trinity Leeds Shopping Centre

-Billboard advertising on arterial motorways including the M62

-Local radio advertising on key radio stations including Capital and Greatest Hits

Helping Students Continue Learning

The generosity of media owners, with both Out-of-Home media owners and radio stations, Capital and Greatest Hits, providing free space helped considerably to raise awareness of the need to donate. This combined with a powerful message and the message spreading across Leeds meant the campaign was a huge success. Donations exceeded all targets, as not only Luminate filled the quota they needed, the campaign helped Leeds City Council to reach their targets also. Ensuring children could continue learning through difficult and unprecedented times.

John Ainley, Managing Director of The Ark Media, said, “This was life changing; getting laptops to students that needed them. We couldn’t have done it without our contacts in the industry as the whole campaign, billboards, digital adverts, were all free. We had no budget. Lockdown didn’t stop The Ark Media from supplying students with the technology and didn’t stop children from learning. It meant that students could learn and was the right thing to do. We were delighted to be able to help and received fantastic feedback from our clients."

Joanne Reynolds, Luminate's Marketing Operations Manager said, "This is incredible stuff and I'm so excited to share it with the team."

Digital billboard on the A61 entering Leeds City Centre

Digital 6 Screen on the Leeds Train Station Concourse