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CASE STUDY: Prime TV NZ pushes Mad Men 3 with Don Draper

Provided by Royal Mail MarketReach
New Zealand's Prime TV asks men 'How Don are you?' in integrated TV, radio and mail campaign to promote series 3 of Mad Men.

What was the Challenge / Background of the Campaign?

Mad Men is a cult hit US TV drama which follows the fortunes of a number of advertising executives on Madison Avenue in the 1960s. The main character is Don Draper, the chain-smoking, adulterous creative director of agency Sterling Cooper. Prime TV New Zealand needed to increase viewing figures for the third series - which isn't easy for a show that has a continuing plot line.

What was the Campaign Objective?

To create a buzz around the new series of Mad Men in the TV industry and among viewers and boost viewing figures.

What was the Solution?

With the line 'How Don are you?', agency DraftFCB New Zealand delivered a hilarious campaign spanning TV, radio, direct mail, outdoor and online. This included advice on how to drink, dress and talk like Don on the website, http://howdonareyou.com/. To create word of mouth in the TV press, it also sent journalists and critics their own Don doll.

What were the Results?

The campaign increased viewership for Series 3 with launch night ratings up 31% on the previous season's launch. Over the course of the entire series, average ratings were 10% higher than for Series 2. (Ratings were measured against the channel demographic of All 25-54). The campaign managed to reinvigorate viewing for a show with a continuing plot line.

What were the Key Learnings of this Campaign?

Underpinning this campaign is an idea that could (and did) work in any medium. Behind it lies the unspoken wish, 'If only...!' Men everywhere fantasise about being Don - and being able to get away with it. And targeting journalists with their own doll was a smart way of generating additional PR.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMale Prime TV viewers
25 - 34
35 - 44
45 - 54
Male
ABC1
C2
RADIO / NATIONAL
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSDIRECT MARKETING
PUBLIC RELATIONS
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