Challenge & Objectives

An ongoing challenge in the charity sector is that it is a very competitive environment. The UK’s Air Ambulance services however, are unique in that they operate as separate charities throughout the UK. 

The challenge of the campaign was to create cut through by targeting an ABC1 audience at the lowest entry level cost, whilst effectively targeting the specific areas that each charity operates within.

The other key objectives of the campaign included raising the profile of the UK’s Air Ambulances and increasing text donations.

Idea & Implementation

The UK’s Air Ambulances chose to approach their challenges by using ITVX. This is because ITVX allowed the UK’s Air Ambulances to effectively target specific postcodes within the regions relevant to each of the thirteen air ambulance charities. ITVX enabled them to create a bespoke campaign running multiple creatives by working with the thirteen UK’s Air Ambulances regions. 

The campaign was planned for longevity rather than aiming to serve a high number of impressions within a short frame of time.

The UK’s Air Ambulances felt that ITVX was the ideal platform given that it delivers content that is watched by their key ABC1 demographic. They were able to cherry pick programming that converted well for this audience whilst also being able to raise awareness within the wider market. 

Client Quote

"The campaign worked well from an awareness point of view and we learned a lot in relation to this vs text to donate. I would definitely work with ITV again on a refined creative and call to action based on some of the great insights we gained from this campaign." - Head of Communications and Marketing Linc & Notts Air Ambulance

The Response

Targeting Strategy

Brand Target

• ABC1 Adults

• 55+ Adults

• Audiences that donate to charity 

ITV Addressability

• Programme Select – best converting programmes vs ABC1 Adults

• Geo targeting via supplied postcodes

Brand Target Campaign Delivery

• ITVX 4 million impressions

• Avg. 668,299 unique users

• Avg. frequency 3.18

The Results

• Strong word of mouth awareness & raised brand profile among key demographic and wider market

• Drove 7,785 clicks to the websites across live dates demonstrating the ad resonated with the audience