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Case study: Bauer, Gcap, Chrysalis, and TalkSport (MWA winner)

Provided by Emap², Gcap, Chrysalis, and TalkSport
OMD offered a pitch between national press, online and radio which resulted in the biggest Commercial Radio syndication ever!

What was the Challenge / Background of the Campaign?

With a declining share of the lucrative small business market, Vodafone wanted to position the brand as the first choice for SME's and associate themselves with innovation. To do this they formed a partnership with Sky One, creating an ad-funded programme called "The Big Idea with Vodafone", which essentially was Skys version of Dragon's Den. OMD issued a £1m winner takes all brief to commercial radio, national press and online. The challenge was to create a campaign which was compelling enough for OMD not to walk away from radio and to focus on the other media briefed! Find out more...

What was the Campaign Objective?

The objective of the campaign was to amplify the TV programme and at the same time increase viewing figures.

BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Biggest national syndicated promo ever on Commercial Radio
25 - 34
35 - 44
Male
AB
ABC1
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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