The Central Office of Information (COI) has appointed experiential agency BEcause to mastermind a new experiential campaign on behalf of the Department for Business, Enterprise & Regulatory Reform (BERR).

The aim is to educate workers and employees about next month’s increases to the National Minimum Wage. BEcause was appointed after a competitive tender against two other agencies.

“We’re delighted to be working with the COI and BERR again,” said BEcause managing director Sharon Richey. “This campaign is a good example of how experiential marketing is increasingly being adopted by sectors outside traditional FMCG food and drink. That’s because it’s a great way for any organisation to engage and educate hard to reach audiences.”

Earlier this year, BEcause worked on a similar campaign for the National Minimum Wage, which reached over 90,000 workers using a converted double-decker bus.