// LAUNCH DOMINATED BROADCAST NEWS AGENDA
// ACHIEVED 22.5 MILLION OTS
// GENERATED EAV OF £170,000
OBJECTIVE
Use Checkpoint’s annual European Retail Theft Barometer (ERTB) as a talking point to put retail theft on the news agenda, and position Checkpoint as the industry authority on shrinkage.
SOLUTION
The national business and broadcast media were targeted with a story on the cost of retail crime to every household in the UK. This maximised the ‘shock’ element of the report and made this technical study more consumer friendly and newsworthy. For the trade titles, individual angles were pulled out of the report for the relevant sectors and were used for news items and comment features.
RESULTS
The campaign ensured that Checkpoint’s share of voice increased considerably in the media. Coverage highlights include CNBC, The Guardian, The Times, BBC Radio 4, BBC Working Lunch, Sky News, Retail Week, Fashion Business International and Packaging News, creating an EAV of over £220,000 and delivering an ROI of five times.