Media associated with this campaign
Overview of this campaign
We wanted to:
- Showcase how a multi-platform, integrated approach can put our clients at the top of their league.
- Grow our digital revenue across Ads24’s Mass Market platforms.
- Grow our fan base.
- Grow our social media engagement and create talkability around our Mass Market titles.
The idea: A fully integrated, multi-platform, rich campaign created to illustrate innovative ways in which an omni-channel campaign can give a brand exposure and embed it into the hearts and minds of consumers.
Ads24Diski campaign covered multiple touchpoints:
- An experiential activation.
- An interactive leave behind.
- Integrated gamification capitalising on client edutainment.
The Experience: Our Sales team visited media-agencies, turned off PowerPoint and turned up fun. Refereed by iconic comedian, Joey Rasdien, media friends got on the field for round-robin Foozball battle. Along the way, prizes were handed out and insights were shared.
The leave-behind : Everyone who attended the activation, (and those who couldn’t), received a 3D Finger Footsie (or Finger Diski) game. We included three integrated, promotional multi-platform advertising deals and audience insights and a link to play Ads24 Diski online for a chance to win a trip for two to Russia in 2018!
The game: Capitalising on interactive gamification, Ads24 designed an online game. Each registered online player chose a Mass Market title as a team and took a kick at goal. Each team showed the strengths and insights of the title’s reader community, communicating facts in a fun and inspiring way. Each game and each social media share on Facebook and Twitter upped the chances of winning, led to an organic viral reach without needing to overcapitalise on paid media. The leader board registered both the player and the player’s agency, creating strong competition and engagement in media agencies and between them.
Results for this campaign
R7.7 million - Highest AVE from PR in 2017
9% - Improvement on sales for the duration of the campaign, curbing the previous year decline in some publications.
811% - Return on Investment
17% - New revenue on the three publications equated to 17% of total revenue over the first 2 months
5% (increase) - Twitter followers
23600% (increase) - Twitter engagement
300 - Clients joined us nationally for a live game of Diski with Foosball tables
389 - Clients played our online game
2,530 - Games played
13,337 - Goals scored
10:54 minutes - Average session duration
2.4% - Bounce rate against a 50% average (Excellent!)
681 - Facebook shares of audience insights (our highest ever)