Act on CO2 campaign gets thousands searching

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  • January 14, 2008
Patrick Altoft

Patrick Altoft

Director of Strategy

A huge marketing campaign has been going on in the UK with the government taking out expensive TV ads asking people to search online for “Act on CO2”.

After just a few weeks the campaign seems to be a huge success and search volume is up considerably as you can see from the chart below.

The official site (which comes up first when you search for Act on CO2) has tips and tricks to help people reduce carbon emissions.

What I find interesting about campaigns like this is that rather than telling people to visit a website the advert asks people to search for something. This can be quite a risk, imagine if the real site stopped ranking number one halfway through the campaign. One of the good points about the campaign is that using search gives people the option to visit different sites rather than just the official one.

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