OPPORTUNITY:

Firefighters need to exit in such a hurry that their vehicles can impact the garage door before it fully opens, costing the station time and money in damages and equipment recertification.
 

INSIGHT:

Derived through a conversation I had with a friend who is an EMT/Firefighter:

 

"We drill every day to ensure that every action is as safe and efficient as possible, to the point that everyone in the station moves in unison." (Not unlike a well-rehearsed drum line.)

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In describing the process of getting out the door, he kept landing on the same word: turnout.

 

SOLUTION:

A social-forward campaign utilizing geo-fencing around fire stations. Every element showcased safe, efficient movement from the station to out the door, including a pulse-pounding :30 video.

 

Digital Video | Trade Ad | Animated Banners | Social Media GIFs | Facebook Canvas | Targeted Emails | National Social Contest

 

 RESULTS:

“Turn Up Your Turnout” was delivered directly to Fire Chiefs in a way that resonated with them. We surpassed primary awareness goals, driving 34% over impression goals and 35% over landing page visit goals.

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1.7MM Impressions

16K Landing Page Visits

754 Highly Qualified Leads

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Credits

Creative Director:   Brett Wilkes

Copywriter:             Dave Woods

Art Directors:           Lisle Cameron, Will Carter

Photographer:        Alissa Pagels

DPs:                     Andy Lake & Steve Lefkovitz, FME Studios

Producer:                Ellen Israel

Editor:                      David Kail

Agency:                   Upshot