BEcause promotes minimum wage on number 552 bus

A Because Experiential Marketing product story

Edited by the Marketingweek Marketplace editorial team Feb 6, 2008

The Department for Business, Enterprise and Regulatory Reform is hitting the road in a converted double-decker 'Route 552 - Are you on board?' to educate people about the national minimum wage.

The nationwide roadshow is designed by award-winning agency BEcause Experiential Marketing.

The new campaign, overseen by the Central Office of Information (COI), will provide tailored information and advice to local people in 30 towns and cities for nine weeks, starting in January.

On each day of the campaign, the 'Route 552' bus will visit three strategically positioned 'bus stops' for two hours at a time, each manned by trained brand ambassadors.

An example day for Glasgow would be Easterhouse Market in the morning, followed by Morrisons Supermarket at lunchtime, moving on to the Fort Shopping Centre in the afternoon.

On board, visitors can sit and relax whilst using laptops to access online information via a unique URL to the campaign's website.

Trained brand ambassadors will be on hand to discuss individuals' needs and direct them to the most relevant information.

Visitors will also be able to use free on-board mobile phones to call the national minimum wage helpline.

The roadshow will visit locations in London, Birmingham, Manchester, Blackburn, Nottingham, Coventry, Sheffield, Bradford, Bristol, Swansea, Cardiff, Liverpool and Glasgow.

This is part of an overall campaign which includes local radio, a poster campaign, online communication aimed at teenagers and a specific migrant workers campaign Joss Davidge, Marketing Director at BEcause Experiential Marketing, commented: "This informative roadshow is designed to highlight important changes in the minimum wage in a personal and memorable fashion.

"Using Acorn data, we've selected cities and towns that index highest against our target audience's demographic profile, ensuring that the most relevant and vulnerable communities will be prioritised.

"The creative concept of the 552 Bus provides us with two things - an effective interactive environment for targeting people that are hard to reach through traditional media, and a powerful mobile billboard for thousands more to see around the country".