"40% of those who scanned the QR codes signed up for the webinar"

Birmingham City Council x Furbnow 

In March 2024, Birmingham City Council teamed up with Furbnow, a leading provider specialising in home energy efficiency projects, to help residents cut down on their gas and electricity bills with practical advice. To spread the word, they opted for leaflets to generate interest in their upcoming webinar.

Driving Homeowners to A Webinar

The main goal of the campaign was to get homeowners to use the QR code and register for the webinar. The campaign was planned, booked and run by Whistl Doordrop Media, the parent company of Leafletdrop, which took care of the distribution, therefore taking the bulk of the workload away from the council. 

Solution

1.      Targeting: They targeted specific properties likely to benefit from self-funded home energy upgrades, focusing on older properties built before 2000 and those with energy certifications D, E, F, or G. Whistl's smart targeting systems made it possible to target accurately.

2.      Geography: They avoided postcode sectors with a high number of renters, flats, and maisonettes by leveraging Whistl's geographical data and kept the focus strictly within Birmingham City Council's boundaries.

3.      Creative: The creative approach involved a A5 2pp leaflet with clear messaging, statistics, and a direct call to action via QR code and URL.

Results

The doordrop campaign successfully drove people to sign up for the webinar, achieving the following:

• Nearly 1% of people responded to the QR codes.
• 40% of those who scanned the QR codes signed up for the webinar.
• And, impressively, 30% of those who signed up actually attended the webinar.