DfT Get Ready for Brexit
The Brief
Identity were honoured to be selected as the experiential events agency to support the Department for Transport (DfT) in the delivery of the high-profile outreach campaign, “Get Ready for Brexit”. The campaign was designed to engage and educate international hauliers, providing advice and signposting this target audience to comprehensive guidelines to allow them to prepare for potential changes in customs and border procedures following the UK’s departure from the EU.
DfT required a high-performing agency to implement the concurrent installation and management of more than 100 branded experiential activations, manned by trained event staff with multilingual capabilities to share information and capture data. We recognised the campaign’s significance and critical requirement to reach as many people as quickly as possible and ensure messages given were clear, consistent and on point, regardless of location.
Our team structure ensured 24/7 support throughout, a key consideration given the highly complex end-to-end programme logistics, at-scale event staff recruitment and concurrent activation deployment.
Highlights
Working in close collaboration with DfT and multiple UK and EU stakeholders, Identity created a network of 120 experiential activations at high footfall locations across the UK and Europe, situated in key ports, truck stops, ferries and border crossings, ensuring maximum awareness, reach and engagement was achieved.
Experienced staff were deployed at each location with expertise in proven engagement techniques to proactively interact with the hard-to-engage target audience. In one of the UK’s largest-ever staffing initiatives and rollouts, working alongside our partner, Elevate, Identity recruited, trained and managed over 1,380 staff to support the campaign.
A key requirement was for staff to engage directly with the target audience across all sites to share information and answer any questions they might have. This was delivered through the use of a digital survey tool that was managed through the Identity digital reporting portal, updating in real-time to allow for instant access to live data capture from all active site locations.
The Results
Identity completed a deep dive project evaluation to capture invaluable learnings and insights for future campaigns. Overall, more than 73,000 hauliers were engaged across the campaign, providing a tremendous amount of high-quality data for DfT, who were delighted with Identity’s customer service, management and delivery of this large, complex and fast-paced campaign.
“I am writing to thank you and your team for managing the rollout of the Government information stands. I am extremely grateful for your flexibility and resourcefulness, which allowed us to have sites up and running in a very short space of time. The feedback that we had from trade bodies representing the haulage sector was extremely positive, with particular value being placed on the availability of information in 12 languages. Thank you for helping us communicate vital information to the industry to help them prepare for Brexit.” – Rt Hon Grant Shapps MP Secretary of State for Transport.