Nova 93.7′s 'The Egg'

Station: Nova 93.7, Perth Campaign Type: Promotion Promotion Timeframe: 4 weeks Target Market: 18 – 24 yrs, 25 – 39 yrs

Background/Brief

The station wanted to broaden the scope of its next promotion and provide extra ways for listeners to be involved and interact with the competition. A fully integrated and unique campaign was needed to generate the level of talkability wanted.

Campaign Objectives

  • Engage both passive and active listeners.
  • Create talkability.
  • Drive TSL amongst key demographics.
  • Generate engaging multimedia content.

Insights and Solution

'The Egg' was a major station promotion that heavily utilised cross media to enhance and broaden the reach of the concept while also making it more interactive than the traditional on-air listening experience. It involved a 3 metre high illuminated fiberglass egg being placed on the Nova 93.7 balcony in the lead up to Easter. There was a mystery item inside the egg and for the listener who guessed correctly, a prize of $50,000. The following elements were utilised to form the promotion:

  • A TVC campaign on CH7
  • Clues and guesses listed on website and on-air
  • Clues posted to Facebook page
  • Online videos promoting the competition
  • Outdoor branding using the egg and signage at a high traffic area

Results

  • Facebook page 'likes' increased by 60%.
  • Time spent on campaign pages peaked to a whopping 8.44 minutes.
  • Competition page received over 30,000 views; 22,000 of which were unique.
  • A total of 13,456 calls were answered across the campaign.
  • 1.5% growth in share in both key demographics.
Download this Case Study as PDF
“The Egg hatched remarkable results on every level – feel free to steal the idea, we can guarantee it works”
Gary Roberts, Managing Director – Nova 93.7.
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