A 6 week campaign on Absolute Radio was designed to generate awareness & encourage listeners to interact with The Norton Heroes
Symantec wanted to Introduce consumers to The Norton Heroes characters in order to promote their anti-virus software. The campaign needed to drive traffic to The Norton Heroes website and to target everyday consumers looking for protection for their home computers. Our response was a campaign designed to generate awareness as well as encourage listeners to interact with The Norton Heroes. The package comprised of Absolute Radio Spotlights plus On-air/Online Promotion.
- To drive traffic to The Norton Heroes website
- To target everyday consumers looking for protection for their home computers
Broadcast as a series of 60" spots, the 'Music Heroes' Spotlights increased awareness of the Norton Heroes campaign by aligning it with content relevant to Absolute Radio listeners. The content focussed on the modern music heroes Jimmy Hendrix, John Lennon, Jeff Buckley and Mick Jagger. On-air trails drove listeners through to the online competition. Revised scripts effectively introduced the Norton Heroes concept. Station voices provided cut-through and consistency with other station led promotions. The package included an on-line splash page and 2 x station newsletters.
*23,145 total competition entries
*17,667 opt-in (76%) for Norton to use
*27.7m on-air impacts achieved
*Page views: 20,089
*Unique views: 18,242
*Effective 25% over delivery on-air
*Very strong online results (55.96% click through rate compared with 3% highest performing ad site)
*Over 17,000 opt-ins that we could share with Norton