The Office of Fair Trading (OFT) has launched the digital element for its ‘Just Tick It’ campaign. The creative was developed by Manchester-based agency Access, who were appointed to the project following a three way pitch, managed by the Central Office of Information (COI).
The ‘Just Tick It’ campaign uses a wide range of online communications tools to increase consumer awareness of scam ticket websites and provides ticket buyers with helpful and practical advice on how to avoid getting caught out in this way.
According to an online survey of 3,000 UK consumers conducted by the OFT; one in twelve ticket buyers admits to having been caught out by scam ticket websites, with victims losing an average of £80 each.
Access was tasked with creating a ticket website offering easy access to sought after tickets (www.consumerdirect.gov.uk/tickets). The site was designed to look like a ‘real life’ site, which on first glance consumers would believe to be genuine, but when they click on the links, a ‘reveal’ page stresses the old adage that if something seems too good to be true, it probably is. The site also provides advice on what to look out for and how to protect yourself.
The campaign also uses a variety of online marketing communications tools including paid search, partner emails, social networking and display advertising to drive traffic to the site.
A number of partners are supporting the campaign by displaying and distributing the campaign material. And a host of celebrities including Kate Nash, Dave Roundtree, Steven Borthwick are also lending their weight to the campaign.
Mark Hope, Digital Director at Access comments: “As the online audience grows and the opportunities for scammers become increasingly lucrative, the techniques they employ become increasingly sophisticated. Our approach to raising awareness through online channels, particularly with existing partner website audiences, will ensure the campaign message is spread effectively.”
