Giving a national treasure fresh appeal with digital natives
Lead Strategic & Creative Agency
Strategic Positioning
Social-first Content Creation
Product Photography
AV Production
Influencer Campaigns
E-commerce Strategy
Brand & Content Toolkit
YouTube, Meta & TikTok
Corporate Comms
Helping an Iconic Brand to Inspire a New Generation to Get Outside
Ordnance Survey is iconic amongst their loyal, older audience who have a strong affinity with their paper maps and the OS brand. BUT we wanted to break out of our echo chamber in order to build a new emotive connection with a whole new generation.
Key Insight
Gen-Z don’t listen to brands, are chronically online and more indoorsy. However, they do listen to their favourite influencers, and respond to content that is more fun.
We wanted to shift the brand away from a traditional marketing funnel, so we gamified the outdoors; using influencers to inspire a new audience to take a break from their devices.
OS says Get Outside. Gen-Z says Touch Grass.
Touch Grass | a figurative expression to suggest that someone should spend time outdoors, disconnect from technology, and engage with the physical world, specifically by being in nature or getting fresh air.
The results
Further Amplification
Following the commercial success of our new strategy and creative, we were allocated an additional budget to keep campaign momentum beyond the content series. We created a giant livestream treasure hunt, pitching our core audience’s map knowledge against the digital savvy younger generation!
The aim of the game was to find secret Trig Pillars (Ordnance Survey concrete navigation blocks) by following cryptic clues. The stream was hosted across Meta, TikTok and Twitch and hosted by Gen-Z influencer Max Khadar.
The Results
The campaign exploded across meta & TikTok
- 1.1m post reach and 4.14% engagement rate
- Total live viewers: 62.3k
- 3/4 winners bang on target audience (new to OS/Gen Z)
More nice things
