Home Office: #KnifeFree

To best reach the teenage male demographic in the fight against knife crime, the Home Office sought Venatus to reach male gamers with an engaging and informative campaign.

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ClientTarget AudienceStrategyCreativeResults

Home Office: #KnifeFree

The Home Office’s #knifefree campaign was created to help tackle one of the Home Office’s key priorities, reducing knife crime in the UK. The campaign was designed to take audiences on a behaviour change journey – initially raising awareness and knowledge, then over time shifting ingrained attitudes and ultimately changing negative behaviours.

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Target audience

Inventory / Network

The target audience here was people most at risk of carrying or considering carrying a knife; identified as young males aged between 15 and 16. Research found this audience was likely to have a passion for gaming, spending more than eight hours playing games each week.

13-18 Years

Strategy

The Home Office aimed to reach young male gamers in trusted environments, encouraging them to go #knifefree. Therefore, young gamers were targeted both at home on their Playstation consoles and on the move while playing EA gaming apps. Within mobile apps, the reward video format was selected due to its high user engagement, as players opt in to watch the advert in exchange for an in-game reward.

Home Office: #KnifeFree

Creative

Ad Formats

The campaign used three different video creatives, each telling the stories of real people who had turned their lives around since going #knifefree. The videos linked to the #knifefree website, providing access to information about the consequences of knife crime and inspiration on how to move away from it.

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Delivery

The Venatus campaign ran alongside targeted out-of-home, paid search and digital audio ads, as well as a shorter teaser format of the video creativeon Snapchat and Instagram, with a ‘swipe up’ message encouraging people to engage with longer form assets.

Beating advertising benchmarks

The PlayStation video portion of the campaign delivered over 400k impressions and achieved a VTR of 62%, smashing industry benchmarks of 50%. Across EA apps, 267,796 impressions were delivered with 5,796 clicks through to the home office website, exceeding benchmarks with a CTR of 2.2%. The EA reward video received the highest VTR of all campaign channels at 95.9%, surpassing the already high industry benchmark of 90%.

667,796

Impressions

667,796

62.2%

VTR (overall VTR)

62.2%

95.5%

VTR (Reward Video)

95.5%

Results.

Testimonial

Home Office: #KnifeFree

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