Advertiser: WELLINGTON INTERNATIONAL UKULELE ORCHESTRA
Agency: CLEMENGER BBDO
Category: Travel, Entertainment & Leisure
Production Company: (Marmalade)
Sound Engineer: Dan Okano (Marmalade)
Writer: Erik Hay (Clemenger BBDO)
Media Planner: Edd Lucas (OMD)
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Additional Lyrics And Music: (The Wellington International Ukulele Orchestra)
Art Director: Brigid Alkema (Clemenger BBDO)
Agency Producer: Martin Gray (Clemenger BBDO)
Implementation
In a regional radio promotion we offered local businesses in the four centres with the lowest ticket sales a jingle made by the Ukes. We picked the winners, and the next day we were in the studio making jingles for all sorts of businesses including: Whanganui Yoga, Tamara Backpackers, Grocery King, Hawkes Bay Cycle Tours and Ferg’s Home Kill. One day later, the jingles hit the airwaves accompanied by a message from the Ukes asking listeners to repay the support the band had shown the community by getting along to the show.The jingles continued to play for weeks.
Outcome
Our aim was to sell lots of tickets in four small towns. With only a small budget, we did just that. The promotion contributed to a 160% increase on sales in the four targeted centres, including a 700% increase in Invercargill — the community least familiar with the Ukes. Overall, this equated to about $74,000 in revenue. In addition to the spots, the campaign resulted in about 25mins of additional radio commentary; stations were choosing to talk about the idea, for free. We had happy small businesses, happy stations and happy Ukes — all for very little money. Win. Win. Win.
Execution
This was a unique promotion in that the prize itself was the best possible example of the Uke’s talents. The idea of giving away jingles perfectly showcased the qualities the Ukes wanted to promote: big laughs and big entertainment (on little guitars).The prize also showed that the Ukes were interested in, and willing to support, local communities. This gave people a great reason to support the show.
Client Brief Or Objective
The Wellington International Ukulele Orchestra (The Ukes) were going on tour. Tickets were selling fast in big cities, but not in small towns. We had to show these communities what the Ukes are all about: big laughs and big entertainment (on little guitars).We also had to give them a good reason to support the show. That meant making this ukulele group from Wellington relevant to all of New Zealand on a local level.