Harnessing the strength of local radio to support team GB.
Cadbury wanted to engage the 21-35 generation with Dairy Milk but also focus on housewives with children, who are recognised as a loyal fan base. Their 'Keeping Team GB Pumped' (KTGBP) campaign centred around their Olympic sponsorship and involved the creation of six power ballad videos designed to inspire the public to sing along. These would be used as training anthems to help Team GB to London 2012 glory. From the day that London won their 2012 bid, Bauer Radio began developing our Olympic strategy and talking to official sponsors.
Our idea was built around the power of local athletes being supported by their local communities. We would 'own' the sixth track in the campaign 'The Eye Of The Tiger' to make it personal and local by inviting our listeners and presenters to help co-create the song. The client was really excited by the idea of co-creating a track using our strength in local radio and asked us to meet with their media agency PHD, content agency Drum and PR Agency, Pretty Green to develop the overall strategy and execution. Together we developed an incredible campaign.
Our breakfast presenters across the country appealed to listeners to get behind Team GB and their local athletes. Listeners were then invited into our stations to sing their version of Eye of the Tiger to a local athlete, alongside our presenters, to be part of the next Cadbury track. Online supported the on air activity hosting the registration mechanic. Listeners were encouraged to upload photo and videos to support their entry. The advertorials also encouraged click through to both the Cadbury website and the Cadbury facebook page.
One of Cadbury's key deliverables was to highlight their association with the Olympics by bringing it closer to the people in a unique and compelling way. Our solution was a fantastic opportunity to profile Team GB hopefuls with a local connection to our audience. This multilayered campaign was turned around in record
time with great results - over 280,000 YouTube views of the final video in just three weeks. Online dwell times of over 01:30 and CTR of 27.2% shows the high level of engagement the campaign delivered.
The success of this campaign resulted in the client working with Bauer for the next stage of their Olympic amplification - a campaign called Cadbury Postcards. This campaign spanned Bauer Radio, magazines and digital sites and was another six figure campaign.