The client wanted to promote the theatrical release of Two By Two. In particular they wanted to reach children aged 5-10 and their parents.
We delivered an intensive three week campaign including:
Station Take Over
To absolutely make it front of mind and deliver great brand alignment, we made Two By Two our Official Station Partner, including sponsor credits, airtime and branding across our online pages.
Alongside standard airtime, we created a series of 60-second advertorials, each introducing our audience to the different characters, with fun facts and clips from the film. This was a great way to bring the film to life and they were also used online as creative assets. Listen to an example here:
Two By Two Competition
As our Station Partner, we teamed up with Two By Two to launch a special competition where our audience could win a Safari Holiday and get up close to animals! And in the true spirit of Two By Two, they could win this prize not just for themselves, but for their best friend too!
To enter, all they needed to do is tell us why their best friend deserves to win! Listen to an example here:
Five finalists then took part in a special Two By Two quiz. Listen to an example here:
As a strong digital and radio brand, the campaign received strong promotion across our online channels including dedicated Two By Two pages, site-wide banners, social media promotion and a bespoke mail out to our parent database.
The on air campaign reached over 450,000 listeners delivering 14.8 million impacts, delivering in programming to reach 5-10 year olds and parents, so very little wastaeg.
The competition succeeded in creating really engaging content, with continually fresh content centred on the film throughout the campaign.
Online we delivered over 460,000 impressions, and our newsletter activity reached 30,000 parents.