Case study: Marketing campaign for NCH
NCH is one of the UK’s leading children’s charities supporting some of the country’s most vulnerable children, young people and their families. Every year the charity organises Byte Night when IT professionals sleep rough for one night to raise money and awareness of young people who are homeless or at risk of becoming so.
For the fourth year running, WPP’s technology marketing company, Banner, was invited to lead the marketing campaign for Byte Night. Banner developed a pro bono campaign worth over £20,000 that included print ads, an email campaign, online banners, a website and some night caps for the event. The Banner team also managed to secure £180,000 worth of free advertising space. The ads were based around the idea that one person’s support can change hundreds of lives for the better. With the help of Banner, NCH also launched Byte Night Local in 2007, where people raised money by sleeping out in their own garden.
A record 270 IT executives from companies such as Dell, Barclays, BT, HP and Nokia slept out in Potter’s Fields, London on Byte Night 2007. Celebrities including Trinny Woodall, Jenny Agutter and Sandi Toksvig also took part. Sixty people slept out in their back gardens for Byte Night Local.
In 2007 the events raised almost £400,000; over £10,500 of which was fundraised and donated by Banner.