The campaign launched the first of its widely integrated material with Press and Radio just prior to Christmas 2008. Skywriting was introduced in Sydney during major outdoor events during the New Year period. The campaign developed further with a major launch in March. This consisted of TV, additional Press, additional Radio, an interactive microsite, Digital Advertising, Search, Digital Outdoor, and Point of Sale.This was a truly integrated campaign. Every one of these channels carried the same message ‘Time to call your Mum’. Within each of these channels were many creative executions. The TV alone had 11 different spots: 1 X 45", 5 X 30” and 5 X 15” reprises.

While the true revenue numbers are yet to come back, the initial indicative response is fantastic. This campaign has truly resonated with the Australian public.

For example after the first radio spot launched, days of on-air dialogue between the presenters and the audience ensued. Radio audiences were asked “How often do you call your mum?” This sparked many call-ins from both mums and children.

The skywriting element of the campaign was featured in the Tropfest short film festival and was broadcast to an audience of 1 million at no cost to the client.The Client is very satisfied with all elements of the campaign and is looking forward to exceeding the projected financial results.