THE CHALLENGE

• To provide a team of staff to conduct a custom iPad survey on consumers in the Queensland town of Petrie to act as a sample group for a nationwide ATL campaign
• To develop and design a survey that could be conducted quickly but still garner enough information to judge changes in behaviour from the start of the campaign to the end
• To create a back-end reporting system that could give results of the survey in a numeric rating from 1-10 ~ thus simplifying the outcomes and facilitating up-to-the-minute feedback on the campaign
• Design and create the style guide for the project

THE SOLUTION

• 1 Tour Manager, 4 Brand Ambassadors and 3 qualified teachers were given a full client briefing to ensure they clearly understood the campaign aims and the brand's overall 2011-2012 objectives
• A cleverly designed custom survey was assembled to efficiently test the healthiness of Petrie residents
• The survey asked a series of 20 questions giving each consumer a rating from 0-10 on which averages were established as a pre-promotional subject test
• 2 weeks of promotional activity was then conducted to encourage healthier living
• The survey was then completed at the end of the 2 weeks to measure campaign effectiveness

THE OUTCOME

• Survey KPI's were achieved both initially and at the end of the 2 weeks of activity
• The campaign and staff positively influenced the behaviour of Petrie residents
• Dettol received extensive brand exposure and were able to instantly evaluate the success of their campaign through the use of the iPad driven survey
• Measurable results meant a real figure could be placed on return-on-investment