The European Commission – The Right Escape Room
Everyone loves to be right. And as EU consumers, we often have more rights than we’re aware of. To tackle this challenge and raise awareness of consumer rights and how to use them, in 2019 M3 Communications implemented a 360 degrees campaign for the European Commission’s Directorate General for Justice and Consumers (DG JUST) – it was called You’re Right. Focusing on 7 rights and thanks to an interactive gamification experience, artistic look, and creative influencer content, it reached the audience in the most engaging way, making it aware of their rights.
The campaign’s biggest highlight was an extraordinary roadshow activity – a pop-up escape room. The unique project realized during the final communication wave of the campaign in Bulgaria and served as a grand finale of a year, full of successful and fun activities. With the clock ticking down, players were given a scenario and had to work through the clues to “unlock” consumer rights. During the experience, they were made aware of their rights and how to exercise them in a memorable way. We also had a celebrity battle – between the star TV duo A. Kadiev and D. Petkanov, who formed their own teams through a social media contest.
Escape rooms are a unique and exciting tool and not the usual go-to tactic in institution’s events. Yet, this was one of the campaign’s extraordinary elements, M3 Communications was entrusted to organized, which was a total hit among the campaign’s target audience and sky-rocketed our targets.