CASE STUDY: CKone achieves consumer engagement in their brand
Provided by Bauer Media
CKone focus their advertising around the idea of being original and unique
What was the Challenge / Background of the Campaign?
The challenge was to target 15-24 year olds, CKone wanted to continue to focus their advertising around the idea of being original and unique, reinforce their association with new music and achieve complete consumer engagement in the brand
What was the Campaign Objective?
To achieve complete consumer engagement in the brand and to reach a young music obsessed audience
What was the Solution?
The 3 week competition on Kiss culminated in two hours of bespoke programming, featuring interviews with high profile DJ judges and climaxed with the announcement of the ckone. A truly multiplatform campaign, listeners could also play the competition and upload their own mix online via a central microsite. Live showcases were held at various shopping centres where listeners could show off their DJ skills and be in with a chance of winning £1,000. This provided a great opportunity to reach shoppers and listeners with the ckone brand while they were close to point of purchase
What were the Results?
29,672 unique users to the microsite and 684 entrants to the online game. Following the campaign, independent research conducted by Clark Chapman showed that 47% of listeners felt the activity would encourage them to buy ckone. The campaign was the winner of a Silver Sony Radio Award 2008 in the 'Competition Award' category
What were the Key Learnings of this Campaign?
Radio is a natural medium to target and engage a young music obsessed audience with Kiss in particular being the number one radio brand for 15-24s. We also partnered up with Global Radio's Galaxy brand to offer ckone maximum coverage of their key 15-24 audience. In order to come up with a unique and original campaign we produced an idea that was a first for both stations.