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Kadence kicks off CORGI tracking study
CORGI, the UK gas safety and enforcement body, has selected insight specialist Kadence to run a quarterly brand tracking study to measure the success of its Carbon Monoxide Awareness Campaign
The online study will target consumers across UK regions who have been identified as at high risk of CO poisoning. Its aim is to gauge whether CORGI has been successful in achieving a positive increase in CO awareness, understanding and preventative behaviours via a campaign which combines radio and internet advertising, audio podcasts and regional marketing activity, such as 'road show' style events.
The current CO Awareness Campaign follows the success of CORGI's 2006 TV advertising campaign, 'Silent Killer'.
CORGI launched its Carbon Monoxide tracker as a result of an initial study, undertaken by Kadence earlier in 2007, which highlighted a general lack of awareness regarding the dangers of CO and how to ensure safety and prevention against CO poisoning.
Prevention methods include purchasing and installing a CO alarm and regularly checking gas appliances and fireplaces.
Caroline Sutton, spokesperson for CORGI, commented: 'The quarterly tracking study will play a vital part in evaluating and if necessary, refining the current CORGI CO awareness campaign.
'The success of the campaign depends on how effective the selected marketing channels are, with regard to engaging a far reaching audience.
'We would hope that in addition to increasing awareness of the dangers of CO, the campaign inspires people to take action to reduce risks around the home and prevent the occurrence of CO poisoning'.
Phil Steggals, Account Manager at Kadence, added: 'We will draw on the vast tracking experience of the Kadence team to add value to this serious campaign.
'In addition to showing where CORGI has been effective in achieving its goals, the study may also potentially highlight where awareness levels and attitudes still need to be addressed across the country, so the work being conducted by the team could actually help to save lives.
'Kadence was appointed for this tracking study on the strength of the work we have previously undertaken for CORGI.
'We are naturally very pleased to have been selected on this basis and to be working on a campaign which is of such national importance'.
Kadence is a specialist trade research agency that works with the world's largest manufacturers and suppliers of building products and services.
Sent: 29/11/2007
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