UNBOXED: Creativity in the UK – Brand Awareness Tracking

UNBOXED: Creativity in the UK represented a pioneering initiative, encapsulating a nationwide celebration of innovation and creativity that spanned the entirety of 2022. This groundbreaking project brought together the disparate strands of science, technology, engineering, arts, and mathematics (STEAM), manifesting in 10 major commissions that were the result of extensive collaboration. The initiative successfully orchestrated hundreds of events, both live and digital, including television broadcasts, which collectively captivated an audience of 18 million people and catalysed the creation of thousands of employment opportunities across the UK.

We were integral to various research and insight efforts associated with UNBOXED, with a significant focus on brand awareness tracking throughout the United Kingdom. Our methodology was meticulously designed to offer a nuanced understanding of the initiative’s impact on public consciousness, particularly within communities directly engaged by UNBOXED events.

Methodological Approach

Short, intensive survey periods, each lasting no more than two weeks. During these periods, we conducted 400 interviews in each targeted area, utilising a succinct survey format that was designed to minimise respondent fatigue while maximising the depth of insights gathered. This survey, with an approximate duration of 5 minutes, was strategically deployed across a variety of locations to ensure a comprehensive coverage of UNBOXED events ‘heartlands’ (e.g. SEE MONSTER only took place in Weston-super-Mare, Polinations only in Birmingham).

The selection of specific towns and cities for these interviews was intentionally diverse, encompassing Woolwich in London, Belfast, Bristol, Weston-Super-Mare, Cambridge, Birmingham, Inverness, Cardiff, and Hull. By adopting this place-based approach, we were able to garner insights that were both locally relevant and indicative of broader national trends.

Results and Insights

The outcome of our brand awareness tracking efforts was the generation of a rich dataset, that offered a panoramic view of UNBOXED’s brand penetration and public perception. These outputs, including combined  results and individual breaks by commission (e.g. awareness of UNBOXED brand, and awareness of each commission brand, and so in through perceptions, intent to attend etc).This analytical framework enabled us to dissect public awareness not only of the individual commissions but also of UNBOXED as a holistic entity.

Crucially, our findings underscored the geographical nuances in brand awareness and perception, revealing how different communities engaged with and internalised the UNBOXED initiative. Despite the variance in local engagement levels, our research consistently tracked the overarching brand of UNBOXED across all locations, focusing on key metrics such as brand awareness, public perception, intent to visit, and the overarching sentiment towards UNBOXED as a positive and innovative concept.

This geographical focus allowed us to identify both strengths and areas for enhancement in UNBOXED’s outreach strategy, offering actionable insights into where further, specific messaging would be worthwhile.