A multi-dimensional media campaign was utilised to create synergistic messaging.

Broadcast messaging along with the five artists were showcased in all brand communications to reach primary objective. Ensured mass reach by increasing frequency to four multiple primetime airings. Campaign was further brought to life by agency produced in-market events which set-up personal experiences to engage consumers with the brand and entice them to tune-in for 30-minute program. Print, interactive and outdoor reinforced tune-in “call-to-action”.

Campaign’s advertising message and media placement broke through clutter, directly contributing to ROI. Sales among targeted audience increased 9% during campaign’s life and “handraisers” increased 48%. Media placement effectively captured target audience, which was demonstrated by the over index of projected impressions: broadcast +63%, interactive +72% and event attendees +17%.