Category: Best Use of Audio
Advertiser: DISCOVERY
Product/Service: TV SERIES
Media Agency: PHD, New York, USA
Group Account Director: Andrea Montano (PHD)
Strategy Director: Michelle Fegarsky (PHD)
Vpice President/Associate Director Broadcast Investment: Grace Collins (PHD)
Senior Vice President Of Marketing: Tom Carr (TLC)
Marketing Director: Meredith Conte (TLC)
Marketing Manager: Gail Luxton (TLC)
Vice President/Media Planning And Partnernships: Chris Kane (TLC)
Media Director: Rachel Pitts (TLC)
Media Director: Mandy Tran (TLC)
Vice President/Director/Strategic Resources: Kara Michelle Newman (Katz Radio Group)
Vice President/Sales: Mark Rivera (Katz Radio Group)
Media placement: Radio Spots - Atlanta; WKHX, WSB, WSTR. Philadelphia; WIOQ, WMMR, WRDW. - 4/4/11
Media placement: Radio Spots - Boston; WMJX, WXKS. Phoenix; KMXP, KMLE, KPXX. - 4/4/11
Media placement: Radio Spots - Chicago; WBBM, WKSC, WGCI. Seattle; KBKS, KKWF, KMPS. - 4/4/11
Media placement: Radio Spots - Dallas; KPLX, KVIL, KLTY. Tampa; WWRM, WMTX, WXGL. - 4/4/11
Media placement: Radio Spots - Denver; KIMN, KOSI, KXKL. Washington, DC; WRQX, WITH, WASH. - 4/4/11
Media placement: Radio Spots - Detroit; WYCD, WNIC, WDVD - 4/4/11
Media placement: Radio Spots - Houston; KKBQ, KKHH, KODA - 4/4/11
Media placement: Radio Spots - Minneapolis; KDWB, KEEY,WLTE - 4/4/11
Media placement: Radio Spots - Miami; WFLC, WHQT, WHYI - 4/4/11
Media placement: Radio Spots - New York; WKTU, WWFS, WHTZ - 4/4/11
Insights, Strategy & the Idea
TLC selected Extreme Couponing, a show that featured people going to extraordinary lengths to get a bargain, to challenge the norms of reality TV programming.
We believed that if we could position Extreme Couponing as the place to get tips, tricks to “beat the system” and get more for your weekly shop, we would have a significantly better chance of driving viewers to the show.
Our goal was to beat the preview ratings from December, but our budget did not allow for a long promotional schedule; the season’s premier rating was critical. In order to boost ratings, we had to turn perceptions about crazy couponing behaviour into relevant and useful content that viewers would absorb and practice.
To get our multi-faceted Mum’s attention, we turned to radio, specifically popular DJs to capture our audience throughout her daily life. DJ involvement was key to elevating relevance and credibility with our target.
Creative Execution
From April 4 to April 6, we executed a radio campaign in fifteen US markets that encouraged the audience to participate in the Extreme Couponing “game.”
DJs began the week by talking about the challenge of stretching the family budget. DJs discussed how watching the show exposed them to amazing ways to get more for less. They encouraged listeners to call in and share their own stories. Then, DJs invited listeners to join them at their local grocery store to play “Extreme Couponing” the game! With the DJ’s help, the in-store event inspired the audience’s participation, with the show played on screen, and games played with shoppers who could win a TV and a gift card.
Radio spots also ran throughout the campaign to let viewers know to watch TLC on Wednesday at 9PM to see the best couponers in action and get hints to beat the “system.”
Results and Effectiveness
People wanted to become “Extreme Couponers” and realised that by watching Extreme Couponing, they could achieve greater savings.
• In just 3 days we executed a competition through radio in 15 key local markets to drive audience participation with our in- store savings game
• We inspired and increased viewership 89% in the same 3 days for the premier episode, exceeding our core metrics
• A blogging genre was spawned that the masses continue to access for expert advice in how to save big