The UK broadcast and content market has changed dramatically over the last few years.

Technological advances in the area of content distribution have changed consumer and viewer behavior. Though the TV screen remains the biggest portal through which consumer access content it no longer is the sole player. Multi screen experiences: accessing content via mobile, tablet and PC and the adoption of social media and digital platforms have changed viewing patterns.

The advent of VOD, SVOD, NVOD and OTT services has also contributed to creating a more fragmented and challenging broadcast environment. As a result OFCOM, the UK broadcast regulator, has had to relax its rules with regards to advertiser funded programming (AFP), sponsorship and product placement. Sponsorship and AFP are widely accepted; the uptake on product placement has been relatively slow and limited. Despite the changes on the regulatory front the area of brand involvement remains a highly complex matter.

Viewers are willing to accept more brand involvement in programming as long as it doesn’t jar with the editorial content, allows them to interact instantly and delivers free additional services and a more rewarding and enjoyable experience.

The films ran on both broadcast TV and VOD in premium first/last break positions and co-branded to maximize editorial style integration with the channel.

Five different films played out, timed to mirror the seasonal narrative of rituals and game-play.

Advanced seeding of our films packaged with exclusive behind the scenes footage gained national PR coverage.

Bespoke made-for-web content was published at scale across social media and tweeted out directly from our celebrities to drive conversation.

Sponsorship of ITV1’s Christmas Specials strand up-scaled our domination of ITV with explicit showcasing of Cadbury products: maximising mental availability at the season’s peak.

By taking the brave step away from a tried and tested advertising approach, Cadbury had successfully used co-created content and sponsorship to shift brand metrics YoY, raise mental availability and successfully convert that into purchase intent.

Cut-through increased by 12% YoY (Source: IPSOS)

Multiple execution exposure resulted in much stronger results - 92% of those exposed to 4 or more different executions of the campaign felt that Cadbury’s makes Christmas even more joyful, compared to 70% for one execution and 87% for 2. Showing the content series approach really resonated with this audience. (Source: SPA Future thinking research)

Purchase intent shifted significantly from 57% pre research to 78% post research (vs. 71% of non-viewers (Source: SPA research)

The content surpassed IPSOS norms for ‘Enjoyment’ by 35% (increasing 59% YoY).