The client wanted to build awareness and drive sales for David Walliams’ new book Demon Dentist, ensuring we built excitement around the release and delivered cut-through during the Christmas gifting season.
Radio is often the soundtrack to people’s day, whether that’s waking you up when the alarm goes off, brushing your teeth in the bathroom or in the car on the way to school. Building on this, each morning we created a series of funny features reminding children to brush their teeth over the Christmas holidays to avoid a trip of the Demon Dentist!
This was a great way to bring to life the humour of the book perfectly integrated with a key activity in our listeners’ morning routine.
Across our other programming, to build familiarity with Demon Dentist and encourage gift purchases, we created a series of bespoke features introducing our listeners to the main characters in the book.
As well as broadcast, the creative nature of these features meant we could also place them on the Fun Kids website and our iTunes channel, increasing audience reach.
Alongside his audio content, we created a dedicated Demon Dentist section online with character profiles, competitions and videos, all supported with site-wide traffic drivers.
The on air activity brought awareness to over 240,000 listeners, delivering 3.8 million impacts.
In addition the online activity delivered over 140,000 impressions for the new book and we had 1,600 click thrus.
The success of this campaign led to a repeat booking to promote David Walliams’ next book ‘Awful Auntie’.