CASE STUDY: Broadcast PR Radio Day - Tate Movie Project

Provided by RadioWorks Ltd
The Tate Movie was the first of its kind - an animation film made by and for children across the UK
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What was the Challenge / Background of the Campaign?

In 2010 Tate and Legacy Trust UK launched the first ever Tate movie. Tate collaborated with Aardman, the animation company behind Wallace and Gromit, and Fallon, the creative agency that originated the concept. The Tate Movie was the first of its kind - an animation film made by and for children across the UK.

What was the Campaign Objective?

To recruit kids to get involved

What was the Solution?

To enable The Tate Movie Project to enlist the help of kids nationwide we ran to broadcast radio pr days from our Maple Street Studios, using popular Blue Peter presenter Andy Akinwolere as the spokesperson for both bursts.

What were the Results?

Burst One July 2010: Reach: 2,192,000, 8 x Stations & 1 Website (Fun Kids) Burst Two Oct 2010: Reach: 1,879,000 & 17 x Stations
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kTotal reach of 4071,000 across the 2 bursts.
25 - 34
35 - 44
Both
All
Kids HH
RADIO / NATIONAL
RADIO / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESSPUBLIC RELATIONS
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