From the previous campaigns we knew that ITV airtime indexed especially well in hitting their core target audience, so we were keen to include this on the plan again. Due to our open and trusting relationship with Tenovus Cancer Care, we were able to put forward different options for them to test. With the increasing popularity of Video-on-Demand (VoD), we recommended to test a proportion of the budget on this – via ITV VoD – to complement the spot airtime.
We planned a 4-week burst on ITV using a 30 second ad which had been re-edited from last year, with a mixture of daytime and peak spots in programmes that we know would best reach our core target audience. Historically Tenovus Cancer Care has seen an uplift in phone calls and enquiries after ads in programming such as Coronation Street and other soaps, so we ensured that they had a peak kick-off spot in this programme, with a steady flow of soap ad breaks and other programming throughout the campaign.
We always provide a detailed post campaign analysis to our clients and for Tenovus Cancer Care this was no different. Collating information from both the media owner and the client allowed us to recognise the link of attribution between the media activity and enquiries/bookings.