Ramblers commissioned Oyster to develop a creative and strategic approach for a national campaign to check public footpaths. Oyster developed The Big Pathwatch, a campaign that generated massive interest and tens of thousands of path reports within just a few months of launching.
Ramblers required a national campaign that would reach beyond members and committed walkers to the wider public. The objective was to stimulate people to appreciate and take an interest in our paths, to feel motivated to use an app to report problems on local paths, and to spread awareness of Ramblers and the importance of our rights of way and countryside.
Oyster developed 'The Big Pathwatch' from concept to final delivery. We worked with Ramblers to develop a strategic approach to the campaign and introduce mechanics and messaging that made participation easy and instant. As well as designing and writing collaterals, we also designed the app graphics and wrote, illustrated and produced two videos to promote The Big Pathwatch.
Having provided the creative and strategic approach for Ramblers' Big Pathwatch, Oyster were asked to design the app user interface using campaign graphics within the set-out style. We worked with Ramblers to develop a logical user journey and identify the key steps. It needed to be easy to use and yet comprehensive in it's functionality to allow people to report problems. The final app was extremely well received and is being used by thousands of people to report on public footpaths.
Oyster produced two videos to support the campaign, one told people exactly what the campaign was all about and the second video needed to show people how to get involved. They were concise, engaging, simple and yet informative using a mix of graphics, illustrations and real footage. They were very well received and a really effective driving force for the campaign.
