Goodfella's Solos used a cross-media BSkyB campaign to reach the 'active singles' market.
Goodfella's wanted to find a way to continue to drive sales of the Solo's product range, their restaurant quality oven pizza. They wanted a campaign that would communicate to a new target audience - Active Singles. Together with Goodfella's, we put together a unique combination of media platforms that would amplify and engage this audience in large numbers, whilst also acting differently to any other brand in the category creating a unique stand-out message.
Campaign objectives were to build awareness and drive sales.
The campaign was built around the target audience of active singles; using touch points from 3Sixty that best connect with this young, on the go and technically adept demographic. Having interrogated this audience using SkyView it became apparent that Movies and Sport should become the backbone of the campaign. Goodfella's Solos became the exclusive sponsor of the Sky Movies Action/Thriller channel over a 7 month period, the ideal movie genre for their target audience. A TV ad, online holiday competition and 'sky perks' vouchers in Sky magazine also shaped the campaign.
The sponsorship of the Sky Movies Action/Thriller channel gave Goodfella's a constant presence for over 7 months. The positive results of this association can be seen through propensity to purchase. Following the sponsorship, Action /Thriller viewers were 20% more likely to be regular Solos buyers than before the campaign. The online element of the campaign also allowed visitors to spend longer immersed in the Goodfella's brand and find out more about the product, and over 5000 homes went on to enter the holiday competition.
The results for Goodfella's speak for themselves. In the first two months alone, product purchase of Goodfella's Solos increased by over 50%. The long term nature and multi faceted approach of the campaign meant sales remained high during the entire campaign.