A Cambridgeshire police crime-reduction campaign has won a national award.
“Get Closer” beat off competition from national campaigns for American liqueur Southern Comfort and Channel 4 in the “data and planning” category of the Brand Republic Future 5 Awards.
The awards, which recognise innovation in marketing and public relations, were presented at a ceremony last night (October 17).
The short-listed campaigns were put to a public vote and the force produced a video, published on its YouTube page and featuring Detective Chief Superintendent Jeff Hill, to promote the bid.
Get Closer uses crime analysis to produce a seasonal trend calendar, which allows effective and efficient communications with the aim of reducing the number of victims of crime in the county.
Interim Head of Corporate Communications Sarah Cooper said: “We were delighted just to be nominated for this award, in a category alongside two such established and recognisable brands, so to win was incredible.
“The Get Closer campaign has made our approach to communications smarter and more cost efficient. By using data we ensure we are targeting the right people with the right message at the right time in the best way we can.
“The campaign also takes into account the budget cuts of recent years by helping us deliver innovative free or low cost marketing activity.”
Chief Constable Simon Parr added: “This is a fantastic achievement for a police force on a limited communications budget that was up against nationally-recognised brands such as Channel 4 and Southern Comfort.
“The Get Closer campaign is about making sure we get the right crime prevention messages out at the right time in a targeted way so people can take action and make life as hard as possible for criminals.”
The awards are run by leading communications website Brand Republic, published by Haymarket Brand Media, which also produces titles including PRWeek and Media Week.
The Future 5 Awards seek to highlight and celebrate radical and ground-breaking campaigns across advertising, marketing, media and PR.
As the title suggests, it had five categories, which, as well as “data and planning”, were: “the big idea”, “audience participation”, “brand collaboration”, and “tech innovation”.
There were a total of 1400 entries and 4013 votes were cast.
Other companies short-listed in categories included O2, Samsung, Mercedes Benz, EDF Energy and the National Trust.
The citation for the Get Closer campaign highlighted the use of shoplifting analysis, which identified two main types of thief - prolific and juvenile, first-time offenders – as well as the goods being stolen and from which shops.
This allowed marketing materials including banners and posters to be positioned in shop entrances and bespoke shelf-edge artwork in aisles where the most commonly stolen goods were being taken.
The analysis also indicated juvenile first-time offenders were usually achieving good grades and were shoplifting for “fun”. Advertising was placed on toilet doors in schools, Facebook advertising was targeted at pupils in schools with the most offenders and radio adverts were broadcast during the school run with the message, “It doesn’t matter how many A*s you get, no one wants to employ a thief”.
All the key crime trends identified by the campaign fell during 2012/13.