Home Office - Curbing the crawlers

Megan Thompson

This paper is the story of how creative thinking and the highly innovative use of search marketing got seemingly respectable men to unwittingly admit to being interested in street prostitution.

Home Office – Curbing the crawlers

Planned by: Megan ThompsonAgency: RKCR/Y&R

SUMMARY

This is the story of how some cunning creative thinking and the highly innovative use of search marketing achieved the seemingly impossible task of getting respectable men to unwittingly admit to being interested in street prostitution.

Having encouraged men to self identify as our bull's eye target audience, it was then possible for us to deliver the no-nonsense message that from now on kerb crawling for sex was likely to cost them a lot more than they bargained for.

STREET PROSTITUTION – A SERIOUS SOCIAL...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands