The Brief

The Wellington International Ukulele Orchestra (The Ukes) were going on tour. They always sell out in big cities. But in small towns, locals didn’t know the band. We knew that The Ukes would have to both prove how entertaining they are, and earn the support of the community. By doing what people in small towns do best… help each other out.

Describe how the promotion developed from concept to implementation

We asked the band to make radio jingles to promote local small businesses in the four towns with the lowest ticket sales. Why jingles? 1. They’re a great way for The Ukes to show how entertaining they are. 2. Jingles are an effective advertising tool because they stick in your head. Businesses entered, and winners were drawn: a yoga studio, a backpackers hostel, a grocery shop, a cycle tours company and even a home kill butchery service, among others. The finished jingles hit the airwaves alongside a second ad asking for the community’s support in return.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our aim was to sell lots of tickets in four small towns, with a very small budget. We did just that. The promotion contributed to a 160% increase on sales in the four targeted centres, including a 700% increase in Invercargill — the community least familiar with the Ukes. Overall, this equated to about $74,000 in revenue. In addition to the spots, the campaign resulted in about 25mins of additional radio commentary; stations were choosing to talk about the idea, for free. We had happy small businesses, happy stations and happy Ukes — all for very little money. Win. Win. Win.

Explain why the method of promotion was most relevant to the product or service

The Ukes are a band. Obvious? Sure. But also part of our media strategy. Bands and radio go together like ukuleles and Hawaiian shirts. Furthermore, because the finished ads are jingles, they’re catchy—infectiously so. That means they work hard for very little money. These days, on a small budget, it’s almost unfashionable NOT to advertise online. But the truth is—if you’re looking to tailor a local message in New Zealand—radio works. Furthermore, it removes all technological barriers—all you need is a radio. No smart phones, ultra fast broadband or apps required. In small towns, that’s important.