Challenge

To publicise the ER24 emergency services offering. Alert consumers to the importance of the number. Get consumers to save the number to their phone.

We’ve all saved contacts to our phones we’ll never actually use. Saved with the best intentions, to learn a new skill, or even just be polite, they’re actually pretty useless. Certainly, none of them could save our lives, so why not save a contact that could?

Solution

The campaign featured typically random characters from your phone’s contact list. Contacts you haven't phoned in years, if ever, but are still right there, living in your phone. It ran as Instagram and Facebook Stories with a mechanic that enabled you to save ER24's emergency number directly to your phone.

Result

On a digital spend of just R60 000, our contacts got people talking and delivered some impressive results. 1 967 Instagram users saved the number, and 9 985 Facebook users visited our Save The Number landing page. At an impressive CTR of 4.065% (avg FB Benchmark 0.5%).