Summary

Getting Wales talking about Pi Day Cymru.

Objectives
  • Promote 14 March 2016 as Pi Day Cymru, using the date to encourage interest in Pi and mathematics.
  • Highlight the ‘Welsh’ link with Pi.
  • Complement existing work undertaken by Welsh Government on the ‘What you say counts’ and ‘Education Begins at Home’ campaigns.
Results
  • 47 pieces of coverage, split by 41 pieces of print or online coverage and 6 pieces of broadcast coverage.
  • Total circulation of 22,053,943 achieved.
  • Created a vast spike in the use of #PiDayCymru on Pi Day itself, with 438,537 impressions and 378,715 accounts reached.
  • Cardiff City FC tweet about Pi Day achieved 12 retweets and 16 likes.
47 pieces of coverage in total
Total circulation of 22,053,943
#PiDayCymru reached 378,715 accounts
Top tweet by Cardiff City FC achieved 12 retweets and 16 likes.
How we did it?

March 14th has been designated at Pi Day Cymru; a date in Wales where we honour William Jones from Anglesey, who in 1706 gave pi to the world as the first man to use the Greek letter π to represent the mathematical constant.


Delivering the first ever Pi Day campaign in 2015, we got to grips with the significance of this special date in the Welsh education calendar and, in Welsh Government’s words, delivered a “phenomenal amount of activity”. But following on from the success of 2015, how could we keep the momentum going in 2016?


We understood that the success of this type of campaign relies on engaging as many corners of Wales as possible. We devised a campaign approach that would allow us to share key messages with as many national, local and hyper-local media across the country as possible.

Our first strategy was to familiarise Wales with Pi Day once again, creating regional press releases that asked readers what their town would be like had pi never existed. Think Caerphilly without a round of cheese, Swansea without the Marina Tower Observatory or Wrexham without the Arc Sculpture.


To keep the momentum going after the first wave of media coverage, we teamed up with schools across Wales to hold unique pi-themed lessons that would land in local media. From star-gazing lessons in Bangor, to pie eating challenges in Pontypridd, to measuring basketball court circumferences in Port Talbot, these lessons shared educational messages and created eye-catching press shots for media. The message about Pi Day was well and truly making its way across Wales.  


On Pi Day itself, we worked with a college in Barry and Cardiff City FC players to host a football game with a twist – using square footballs and even pi-shaped goal posts! This quirky stunt demonstrated what life would be like without the mathematical symbol, quite literally changing the shape of the most popular game in the world.


Throughout the campaign, we were constantly on the lookout for additional opportunities securing listicle features with WalesOnline, writing first-person features for the Western Mail’s WM2 magazine and pitching broadcast interviews with our key spokesperson Professor Gareth Ffowc Roberts.


Through creative stunts and lesson-takeovers, using our knowledge of Welsh media to target every region, we got Wales excited about Pi Day for the second year running.