our clients > any junk
THE CLIENT
Any Junk? has brought a modern twist to the traditional rag and bone man. Entrepreneur Jason Mohr spotted the idea in America and knew it could exploit a gap in the UK market.
STRATEGY AND PLAN
The priorities were to make consumers aware that there was a new way to get rid of junk and to attract potential franchisees.
Jason Mohr’s background as a former City banker who became a modern day Steptoe gave the brand an interesting personal story for the initial launch.
As the service currently only covers London, the brief included the wish to target local newspapers with stories, promotions and competitions.
The franchise and entrepreneurial angle was pushed to business journalists and broadcasters. Ongoing activity includes consumer surveys and reacting to environmental and lifestyle trends.
MEASUREMENT AND EVALUATION
BBC Breakfast, BBC2’s Working Lunch and World Service have all run extended features on Any Junk? Business profiles have appeared in the Sunday Times, Daily Telegraph, The Times and Real Business magazine. Coverage in London and regional media has been extensive. Broadcast coverage alone has been independently evaluated at more than £100,000.
RESULTS
In two years, PR has not only generated substantial national, regional and trade coverage, but also generated a significant number of customer and franchise enquiries. Mason Media was also instrumental in helping Any Junk? win a Capital Radio competition securing free radio advertising worth more than £50,000.
