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CASE STUDY: Freeview & thelondonpaper

Provided by News UK
Successful cross media advertising campaign by Freeview with thelondonpaper.

What was the Challenge / Background of the Campaign?

Freeview allows viewers to watch great television for free rather than subscribing or buying into a package. Freeview wanted to build awareness of their brand and achieve salience in the public mind & hopefully recruit new customers as a positive by-product .

What was the Campaign Objective?

Primarily to build awareness of their brand but also to achieve salience in the mind of the public & secondly to recruit new customers and fundamentally increase loyalty with their existing customers.

What was the Solution?

The press campaign consisted of: -five page cover wrap-front page strips-sponsorship of tv listings-outside back covers-programme markers-advertorials-tactical display advertising. The online campaign consisted of:-site takeover-sponsorship of tv listings-leader boards, superskys, mpu's-competitions -advertorials. To kick off the solus campaign with thelondonpaper, Freeview decided they would like to create a big bang and no better way than a five page cover wrap.

What were the Results?

During the campaign period Freeview decided to run with a 20x2 advertorial on three consecutive Mondays, these highlighted the programmes which could be recorded by Playback during that week. Each of the advertorials contained a competition, whereby our readers had to enter via thelondonpaper.com. Keeping the brand at front of mind, Freeview decided to take the5x7 front page solus adverts across the campaign launch week. The results were successful & the campaign met all of its objectives. Please contact if you require more information.

What were the Key Learnings of this Campaign?

The key learnings of the campaign were that cross media advertising and editorial is not only effective and successful but makes an impact to the brands targeted audience. Freeview thoroughly utilised and exploited thelondonpaper's targeted audience in order to appeal to a mass environment.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details500,000 readers of thelondonpaper.
16 - 24
25 - 34
Female
Male
AB
LOCAL MEDIA / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearINCREASE LOYALTYPUBLIC RELATIONS
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