Insight
When the New Year arrives, resolutions fly around like fireworks. But as we all know, few of them last much longer. That’s why The Guardian wanted to give its readership a little more support in 2012 with a campaign called Head Start.
Each week during January, The Guardian provided a new way for their readers to improve themselves from Think Yourself Fit to Memory Week to Good Mood Food to Making More Time. This ran in conjunction with a “This is my year to…” video campaign that got people talking about what they wanted to achieve in the year ahead.
Challenge
In addition to running a media campaign to raise awareness, Doco was asked to see if there was another way to drive user engagement with the Guardian’s new year self-improvement push. This became a multi device Online Memory Test compatible with the desktop, mobile and tablets. The questions and scoring were formulated by the University of Cambridge.
Deliverables
A Memory Test Application and a media campaign.
Results
The University of Cambridge needed 1,000 completed tests to form conclusions for their study researching long term memory. Our app achieved that target in the first day of launch! By the close of the live date, we had had over 80,000 visits and 32,000 test completions. The test takes 12-15 minutes to complete, which adds up to 386,436 hours (or 16,101 days, or 2,300 weeks) of brand engagement.
Meanwhile, the Twitter hashtag #memorystudy was a huge hit, even getting a mention from the team at BBC’s QI no less!
Further reading:
http://www.guardian.co.uk/lifeandstyle/series/maximising-your-memory
