Sky Tv NZ: The URXXL [video]

Credits & Description:

Client: Sky Television New Zealand
Product: Soho Channel
Agency: DDB Group New Zealand
Contributing: Sky Television New Zealand Mount Wellington, New Zealand
Editor: Apr 28 2016 12:00am
Music Artist/Title: http://www.hellonewzealand-the...
Chief Creative Officer: Damon Stapleton (DDB Group New Zealand)
Executive Creative Director: Shane Bradnick (DDB Group New Zealand)
Lead Business Partner: James Blair (DDB Group New Zealand)
Business Director: Katya Urlwin (DDB Group New Zealand)
Business Manager: Trinity Lawry (DDB Group New Zealand)
Creative Director: Brett Colliver (DDB Group New Zealand)
Creative Director: Mike Felix (DDB Group New Zealand)
Agency Producer: Alva Casey (DDB Group New Zealand)
Sound Engineer: Dan Partington (DDB Group New Zealand)
Senior Digital Producer: Johannes Gertz (DDB Group New Zealand)
Head of Digital Design: Jason Vertongen (DDB Group New Zealand)
Digital Designer: Simon Betton (DDB Group New Zealand)
Digital Designer: Jim Pachal (DDB Group New Zealand)
Digital CD: Haydn Kerr (DDB Group New Zealand)
Account Manager: Charlotte White (OMD)
Website URL: http://www.hellonewzealand-the...
Supporting Webpage: http://www.wearegivingapiedpip...
Supporting Webpage: http://www.wearegivingapiedpip...
Supporting Webpage: http://www.wearegivingapiedpip...
Supporting Webpage: http://www.hellonewzealand-the...
Describe the campaign/entry:
We created a campaign of radio ads to tell the regular fans about the show.
But each radio ad was actually a giant URL.
The voice explained that if you could type the entire radio ad into your web browser you would win a years free SoHo or swag from the show.
This way we announced the new season to the regular fans in radio but rewarded the hardcore fans in digital.
Creative Execution:
On the 28th of April our radio started to go live and played across 18 major radio stations in New Zealand.
Within 3 days the first prize had been won. The rest were won over the next two weeks that the radio ads were airing leading up to the premiere of the show.
Despite us making it nearly impossible- 102 people managed to correctly enter the full URXXLs (That's up to 395 characters entered perfectly)
and viewership of the show was up 26% since the first season.
So we got the message to the Apples and the swag to the Androids.
Silicon Valley is a show all about a tech start up, so it seems like the campaign should start in digital right? But our 18-35 year old audience have ad blockers and don't really engage with digital ads as much as you would think.
But they listen to the radio. At home, work, commute, on their computers and phones.
So we used radio to announce the show to the regular fans and drive the hardcore fans to a ridiculous digital challenge.