IKO #NoMorePotholes ducks go viral
The recent IKO PLC #NoMorePotholes ducks campaign has gone viral on Twitter, with hundreds of people getting on-board to help raise awareness of the UK’s pothole crisis.
The rubber ducks are branded with IKO’s #NoMorePotholes campaign hashtag. The campaign was launched by MRA Marketing for IKO in February 2016, and is shortlisted for a CIM Marketing Excellence Award. #NoMorePotholes highlights the problems potholes cause, examines why repairs aren’t working and drives awareness of long-lasting, cost-effective solutions. To mark the campaign’s first anniversary this February, IKO gave away 50 ducks free via @ikoplc – but after being inundated with requests many more ducks have been ‘released’. In fact, the campaign has been so successful organic impressions for @ikoplc have reached a peak of 120,000 in March.
The ducks have already garnered a lot of press coverage in trade and regional consumer press. Even councillors and MPs have got involved by requesting ducks and tweeting photos of them in potholes up and down the country.
Andy Williamson, Managing Director of IKO UK Group says: “Year on year we’re seeing the same potholes appearing, getting fixed and reappearing shortly afterwards in a never-ending cycle. Councils use a quick-to-apply traditional material which doesn’t last. A costly, ineffective process, it wastes taxpayer’s money and endangers road-users, while there are existing materials that could be used. Mastic asphalt is a better, longer-lasting, more cost-effective alternative that is already being used on crack repairs, resurfacing and more – it could transform UK roads and save money.
“If you’re concerned about potholes join our campaign and help make a difference, one duck at a time!”