Brands seeking to connect with consumers in person need to take a creative, integrated approach. Marketing Magazine features Gekko’s work with Freeview
Brand Q&A: James Chambers, Freeview
What did you do?
To refresh the Freeview brand and promote the benefits of HD, we ran a campaign in key shopping destinations in the run-up to Christmas. Our stand attracted visitors via games and a photo booth, where they could receive a photo to keep. To drive data capture, we ran a prize draw for a 3D Blu-ray home cinema system donated by Panasonic. There were also sales demonstrators in nearby retailers.
What was the biggest challenge you encountered and how did you overcome it?
To cut through and distract people on a mission to shop. We used creative, fun ways to distract them and alleviate the Christmas-shopping stress.
Did digital play a part?
We used Facebook and Twitter to talk about the campaign.
Was there anything about your agency’s approach that contributed to the campaign’s success?
Its efficiency and imagination. The team just gets on with it, with minimum fuss.
Were you satisfied that it met your objectives?
Absolutely. We’re not about the hard sell, but creating empathy and understanding of the brand. The activity achieved this in spades. We gained very positive feedback from having a “face” to the brand, where people could ask questions and gain straight answers.
What would you improve about this campaign if you did it again?
Optimise the games. The photo booth was less popular than the hands-on games that younger kids could get involved with. We will be touring the country again soon with a new execution.
Agency Q&A: Daniel Todaro, managing director, Gekko
What do you think was particularly innovative about the campaign?
The activities on the stand were simple, but effective. Anyone could have a go. This led to a higher rate of interaction and more opportunities to communicate key messages. Across three weekends, we talked to almost 60,000 consumers. More than 10,500, in all age groups, took part in the games and more than 17,400 branded balloons and sweets were distributed.
What advice would you have for other brands who might want to do a campaign like this?
The in-store sales demonstrators worked well. We liaised with store managers, supporting the team on the stand and selling Freeview products to interested shoppers.