The people we targeted were not hardened criminals, they were simply people who see doing the occasional cash job as a way of earning a bit extra cash that doesn’t do anyone any harm.

In the UK, there are often signs tied to lamp posts that offered people cash jobs, with no questions asked. So we recreated these and gave them a surprising twist to really reinforce the “We’re on to you” campaign idea.

It is difficult to measure the actual effectiveness of this individual piece, as it asked for no response other than honesty. That said, awareness of the campaign is very high, and we strongly believe that this ambient piece played a large part in that.