Our Work

Outjoyment

The Camping and Caravanning Club

26 national hits

34 broadcast pieces

The Challenge

To spread the news – discovered by The Camping and Caravanning Club in collaboration with Liverpool John Moores and Sheffield Hallam universities – that people who camp are happier than those who don’t, with higher levels of psychological, emotional and social wellbeing.

The campaign needed to target the key empty nester audience, reaching new potential members to help increase bookings.

The Idea

We wanted a visual, shareable hook to stand out amid a raft of studies on the wellbeing benefits of nature already in the public domain.

So, we created the Outjoyment Pod: an immersive pop-up camping experience complete with trees, grass, plants and even the sounds and smells of the countryside.

Launched in central London with the help of club president Julia Bradbury, the pod then hit the road for a UK tour. We took a slice of the countryside into Birmingham, Sheffield, Glasgow and Cardiff, with influencers engaged across the regions.

Driving interaction and engagement, we gave people the chance to win a campervan worth more than £65,000, as well as £100 Go Outdoors vouchers, when they shared a photo of themselves enjoying the great outdoors on social media.

The Results

Our story went down a storm, generating:

  • 77 pieces of coverage
  • 26 national hits including The Sun, MailOnline, The Mirror and The Express (225% above target)
  • 50 regional hits (150% above target)
  • 34 broadcast pieces including our report being discussed on a five-minute segment on Good Morning Britain, as well as This Morning and The Jeremy Vine Show (240% above target)
  • 60% of publications shared the story on social channels
  • influencer content reaching more than 166k people and driving 250+ shares of the campaign hashtag.

During the campaign period, Outjoyment achieved:

  • 6,700 competition entries (two-thirds of which were from non-members)
  • 86% increase in Google searches for ‘campsites near me’
  • 3% uplift in pitch night bookings vs same period in previous year
  • 2% increase in ‘empty nester’ memberships.

3%uplift in bookings

Awards

PRCA Dare Awards Consumer Relations Award