Eden TV encourages Times readers to reconsider how they engage with science content on TV and to 'wonder at our world'.
The Times is one of the world's most respected newspaper titles. Established more than 200 years ago it continues to lead the market in the quality and depth of its journalism. The Eden Channel wanted to connect with The Times readers and get them to 'Wonder at our World'.This was designed to force a reconsideration of the way in which people consume science content on TV.
The campaign objective was to build awareness of the Eden TV channel among an ABC1 audience and awareness of Eden's vast array of science content.
We created the first cover wrap of The Times Saturday Review to generate impact and then produced a series of content rich advertorials looking at different scientific themes. These were all bolstered through the delivery of Eden TV content available directly off page via Aurasma technology. Facebook and twitter were used to drive conversation around science.
The campaign resonated with our science readers. Channel awareness rose from 27% to 49% with 37% likely to watch the launch show. Opinions changed towards the channel as people understood more about it.