Having already concluded that TV still worked for them, we incorporated ITV airtime into the plan as the programming indexes highly with our target audience. We provided a recommendation having considered a number of factors such as; second lengths, cost, quality, trading audiences, build of reach vs frequency of message, programming strategy and seasonality.
We also included ITV Video on Demand (VoD) to be tested, and activity on S4C to include Welsh programming, to boost the linear TV. To reach a newer audience as well, we also broadened the activity and used other media, including Out-of-Home (OOH) and strategically placed cinema adverts, planned to coincide with a couple of big films being released.
Our production team also created a brand-new advert, which would be sliced and diced in order to create assets for social media, and other online media. It’s always essential for us to ensure that the client can maximise and get the most use from the ads we create.
We worked closely with Nolan to agree programme strategies on a monthly basis, and sent weekly delivery updates whilst the campaign was live. The regular contact let the clients know what was happening with their campaign at all times, and gave them input into the shaping of it. We reviewed the activity post-campaign and delivered or exceeded all elements of the plan.