CASE STUDY: CKOne increase propensity to purchase using radio
Provided by Bauer Media
CKOne wanted to continue to target 15-24 year olds continuing to focus their advertising around the idea of being original.
What was the Challenge / Background of the Campaign?
CKOne wanted to continue to target 15-24 year olds continuing to focus their advertising around the idea of being original and unique. To reinforce their association with new music and achieve complete consumer engagement in the brand.
What was the Campaign Objective?
To raise brand awareness amongst 15-24 year olds and promote equity scores of modernity.
What was the Solution?
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 and we also partnered up with Global radio's Galaxy brand. We produced an idea that was a first for both stations and the 3 week competition culminated in two hours of bespoke programming, A truly multiplatform campaign, listeners could also play the competition and upload their own mix online via a central microsite.
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. Winner of a Silver Sony Radio Award 2008 in the 'Competition Award' category
What were the Key Learnings of this Campaign?
Radio was a natural medium for reaching this youth audience and establishing associations with music. Live showcases were held at various shopping centres where listeners could show off their DJ skills and be in with a chance of winning £1000. This provided a great opportunity to reach shoppers and listeners with the ckone brand while they were close to point of purchase.