The client wished to build awareness and interest in the Frozen soundtrack, new Disney Box Sets and old Disney releases for the gifting period leading up to Christmas.
To maximise airtime and allow for multiple promotional messages, we delivered a 3-week sponsorship of our biggest show, The Club (4 to 7pm). Broadcast every day and with a broad family listenership, this brought the brand to exactly the right audience with strong brand alignment to make it front of mind throughout the gifting period.
However, this was not your usual sponsorship package.
As well as sponsor tags, we created a series of Preview Features – each a 45-second feature that recommended a different title with preview clips to give our listeners a sneak peek into what to expect.
With multiple creatives this allowed us to push a wide range of titles individually as well as keep commercial messaging fresh and engaging.
Listen to an example here:
To add presenter endorsement and buzz around the releases, we also ran a multi-platform competition to win a collection of these Disney titles.
And everything was supported with extensive online activity including:
- Individual pages for every release
- Carousel placement on the homepage
- Site-wide banners
The on air activity reached over 185,000 listeners, delivering 2.4 million impacts.
Online activity delivered 129,000 impressions for the Disney albums on funkidslive.com and we had 230 clicks to buy.
Competition activity had 600 entrants and a database of 300 parents we could share with the client for further targeted promotional activity.
And finally it was promoted in our weekly newsletter each going out to over 22,000 parents.