Tenovus Cancer Care were keen to use TV in the advertising mix to give scale to their legacy gifting campaign with messaging around ‘Free Wills Month’.
We reviewed research from Tenovus Cancer Care and knew that the key target audience was women, 55+, in Wales. We researched this target audience and knew that we were looking to reach women in groups that we called ‘Country life, golden years and the mortgage-free jet set’ – all of whom are more likely than average to donate to charities.
We knew that this campaign would be on TV, and planned a 4 week burst on the 2 main channels in Wales – ITV and S4C – both of which index well for our core target audience. The TV campaign was supported by Direct Mail, print and social media advertising and a strong programme of internal communication.
Our recommendation was to buy a mixture of daytime and peak time spots on the two channels in programmes that we knew would best reach our core target audience. We planned a 40” campaign having advised on the best use of second lengths in this sector.
We provided a full PCA for the clients who were able to share with us their results which showed conclusively that TV advertising had paid back a significant ROI.