A campaign successfully targeted 16-24 females whilst engaging new and existing viewers.
Living TV wanted to utilise the possibilities of mobile advertising to re-engage and attract new female audiences from within the 16-24 years age bracket for Living TV's 'Britain's Next Top Model'.
There were a variety of objectives aiming to be achieved, consisting of the following: to build an audience of viewers for Living TV's 'Britain's Next Top Model'; identify a new audience and capture the attention of lapsed viewers of the show; increase and sustain viewing figures; generate awareness of the series; stimulate hype and continued interest before and during the 10 episodes; build and maintain a relationship between show and audience and finally complement the media mix.
Blyk (a messaging media company that works with mobile operators) created a three step bespoke communications plan to drive frequency of message through engagement. Step one: segmenting an audience of new and lapsed female viewers of the show. Step two: engage and re-engage them with timely and relevant messages and step three: build a bespoke BNTM WAP site to allow more in-depth engagement week-on-week. Free preview clips of each episode and other content, were available to download And each message was strategically timed to coincide with BNTM's programming schedule.
According to figures provided by the IAB, the campaign attracted an audience of 77% new viewers and re-engaged 23% lapsed viewers; 7% of all female Blyk members questioned had seen the last series of BNTM; MMS and SMS activity delivered over 15,000 impressions on the 'BNTM audience' across two messaging periods; A Blyk poll found that over one in ten of respondents had watched episode one of BNTM; Across week 3 to week 11 an average of 3.4% downloaded the free exclusive preview clip straight to their handset. The WAP links had an average click through rate of 4%.
An excellent level of response across each messaging stage demonstrates how frequency of message can be built through consistent and relevant engagement. The campaign successfully targeted 16-24 females whilst engaging new and existing viewers to Living's BNTM. Pre & post engagement communications show an increase of 62% of viewers stating that they had tuned in to watch the series (this statistic is supported by the favourable qualitative responses received). Overall the campaign raised awareness of the show amongst the targeted age group and increased viewing figures.