Drumond Park wanted to refresh their media campaign with TVCs that cut through at the most congested time of the year - Christmas. They needed to connect with a family audience and increase purchase consideration through:
• Creative that highlighted the individual personality and tone of each game, and
• Media placements that complemented and exposed the games to the right audience at the right time.
This campaign marked the first time in over a decade that Drumond Park had changed their TV creative and the first time they had entered into a partnership with a broadcaster. And, in another first, it was the first time they'd adopted a multi-platform approach; having previously only ever used Linear TV alone.
Sky Media worked with Drumond Park, Republic of Media & Recipe to create 4 different TVCs leveraging Sky talent - iconic father & son duo, Harry & Jamie Redknapp - to bring the visuals to life with their voice overs. With access to Sky's premium family content across multiple touchpoints, Drumond Park assigned their full budget to Sky to reach families at key viewing moments.
In the build up to Christmas of 2021, Drumond Park's campaign proved to be a massive success with LOGO and Articulate becoming the top 2 selling board games last year, and Sketchy seeing a huge spike in sales whilst the TV campaign aired exclusively across Sky. Post-campaign research also showed some great uplifts across key brand metrics. The activity successfully shifted consideration to purchase any Drumond Park game by +23%. The campaign led to a 17% increase in agreement that 'I would play Rapidough with my family at Christmas'.