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The Challenge

We started working with Ordnance Survey in 2014, launching a photography competition to crowdsource new covers for their printed maps. The campaign took 9 weeks to launch from receiving the brief and gained nationwide engagement after being featured on BBC’s The One Show and Radio 4, achieving 17,500+ competition entries and 250,000+ votes, exceeding targets for the campaign. Since then, we’ve worked closely with Ordnance Survey to build the consumer-facing website for their annual Get Outside campaign, making the outdoors more accessible for a wide population as well as connecting frequent explorers with new groups and activities in their local area.

Ordnance Survey
Ordnance Survey

The Partnership

A significant part of the Get Outside campaign’s yearly success is about showing people how many different outdoor activities and ‘routes’ there are to experience right on their doorstep. In order to engage as many people as possible, there is an abundance of editorial content offering inspiration and guidance about the best ways to get outside, including features about the national parks. In addition to this, we also created individual local pages featuring a database of 200,000 towns, villages and popular outdoor attractions to provide would-be explorers with fantastically helpful information in one place including nearby routes, local places to stay and points of interest. Amongst the campaign’s overwhelming messages of encouragement to experience the outdoors and team spirit, we are able to promote every outdoor explorer’s essential, the OS maps app.

Ordnance Survey
Ordnance Survey

National Get Outside Day

Their latest initiative, National Get Outside Day (September 29th), was created to encourage as many people as possible to get active and outdoors on one single day. The idea behind the day was to nudge Ordnance Survey’s following of hugely passionate outdoor ambassadors and influencers to invite their less outdoorsy friends and family to get outside with them. The central call to action at the heart asked people to sign-up and take a pledge which they detailed what outdoors activity they would be doing, where and with whom on September 29th. Visitors could also register their own events which gave them a platform to promote it to new people. All the events listed were then populated onto a map of the UK and categorised into event types.

Ordnance Survey

Gamifying the campaign

Their latest initiative, National Get Outside Day (September 29th), was created to encourage as many people as possible to get active and outdoors on one single day. The idea behind the day was to nudge Ordnance Survey’s following of hugely passionate outdoor ambassadors and influencers to invite their less outdoorsy friends and family to get outside with them. The central call to action at the heart asked people to sign-up and take a pledge which they detailed what outdoors activity they would be doing, where and with whom on September 29th. Visitors could also register their own events which gave them a platform to promote it to new people. All the events listed were then populated onto a map of the UK and categorised into event types.

The Positive Impact.

13,089

Ordnance Survey

Page views

203

Ordnance Survey

Outdoor events listed

26,327

Ordnance Survey

People got outdoors

It has been a pleasure working with Studio Republic who have been professional and efficient in the delivery of this creative and innovative project. We are very proud of this campaign which carries such a strong emotional attachment for many people, it was important that we got this right first time and the level of public interest and engagement results have been excellent

Nick Giles, MD, OS Leisure

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