'The yellow lines' for Cobalt Telephone Technologies/RingGo by Birddog

Summary
RingGo is the UK’s leading parking payments provider. Impending changes to First Great Western’s contract allocations threatened both RingGo’s market share and, significantly, its entire business model.

Birddog was appointed to build a dynamic, engaging and creative awareness campaign to protect RingGo’s position as the premier supplier of car-parking support services whilst influencing decision makers and regulators alike.

Immediate action was required to minimise misleading third-party information surrounding major changes to service provisions in the South-West of England. Within 24 hours, Birddog created and
launched a blog-based user community sponsored by RingGo, but managed and run independently – ‘The Yellow Lines’. Central blog articles became the focus for user comment, concerns and discussion.

The urgency of the campaign required a hard-hitting launch, utilising the speed of both email marketing and Twitter to support its messages.

Within 14 days ‘The Yellow Lines’ had received over 22,000 unique visits, received over 800 comments to the site, and had achieved a positive sentiment value of 99.8 per cent.