We license content of globally popular Film & TV productions to be used exclusively in our client’s promotions.
Nestlé / Joey
Drive sales of the ‘Adults’ cereal range, increase trial for Adult cereal consumers and fortify shopper loyalty.
A mass appeal/main-stream content giveaway that would target the core adult demographic of 25 - 40 year old women directly.
We knew that the core demographic were huge fans of ‘Friends’ so we created a promotion around an on-pack DVD giveaway of ‘Friends’ spinoff Joey, which had just completed its first highly successful season on Channel 5. We licensed 3 episodes for 3 different discs (1 episode per disc) to be placed on Nestlé packs, creating a collectable Joey mini-series. This was further amplified through a competition mechanic whereby a consumer could win an opportunity to feature in an actual episode of Joey from the upcoming season.
OK Magazine / Royal Wedding
To amplify OK Magazine’s blanket editorial coverage of the Royal Wedding.
The public love the keep and collect souvenirs from Royal Weddings. Historically it has been cups, plates etc. However as this was 2011 we needed our souvenir to reflect modern tastes; clearly it had to be some kind of exclusive content.
We created a bespoke documentary/newsreel about the Royal Wedding which we manufactured on DVD and distributed for free on-magazine over 2 weeks.
The DVD promotion ran for two consecutive weeks and led to OK! Magazine’s two highest selling editions with an increase of 72% and 59% respectively.
The Guardian / Madness of King George
To find a film title which catered for the demographic of The Guardian and in turn would help drive sales for the weekend of the promotion and beyond.
Guardian readers love classic art-house movies.
With our knowledge of The Guardian’s readership we provided a concise list of well suited titles. The Guardian then informed Upfront as to what film title they felt would be the ideal covermount for the given weekend. Once Upfront was informed we immediately acted upon the client’s wish and secured the rights for The Madness of King George.
The covermount was extremely well received by The Guardian’s readership and saw a 9% surge in sales on the date of the promotion followed by an uplift of 1.5% on the following week’s total circulation figures.