| Title | A&E MANESIA |
| Brand | FOXTEL |
| Product / Service | ENTERTAINMENT |
| Category | C01. Integrated Media Campaign |
| Entrant | MEDIACOM Sydney, AUSTRALIA |
| Media Agency 2 | MEDIACOM Sydney, AUSTRALIA |
| Entrant Company | MEDIACOM Sydney, AUSTRALIA |
| Media Agency | MEDIACOM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Shelby Craig | Mediacom | Creative Director |
| Matthew Maroni | Mediacom | Head Of Strategy/Sydney |
| Dean Challis | Mediacom | Group Business Director |
| Geneva Loader | Mediacom | Digital Executive |
| Pretty Likhitlersuang | Mediacom | Media Executive |
Our key metric of prompted brand awareness leapt by 66% among all FTA viewers, and 133% when it came to our target of males 25-49 over three times our original target. Crucially, Manesia started conversations. A&E’s own social accounts saw an increase in engagement of 74% (vs. pre-campaign) and our social reach grew to 395,616 – up 95% year-on-year. Finally, and most encouragingly, A&E’s overall share of audience grew 20% versus other factual programming - a fantastic result given the size of the brands A&E was up against (History Channel, Discovery, National Geographic and BBC Knowledge).
DIAGNOSIS: Help Australians spot outbreaks. “I can see how it affects those around me” Next we had to help people recognise the condition in those closes to them. Beer mats cheekily suggested those with a straw in their drink may be showing signs of Manesia, while coffee cups invited guys with fancier coffees to stop and reflect, and Triple M toured a confessional booth - covering the wildest confessions on air. We then got people looking for symptoms in those around them with Facebook based diagnostic tool, and shared the findings with the nation. PRESCRIPTION: A&E as the solution “I understand that A&E’s manly shows are the medicine” The third stage was the payoff – this is when we made it clear that the only medicine was A&E.
A&E is a pay TV channel full of blokey shows. Men who watch it love it – but a lot of men didn’t know it existed. We needed to get a male free-to-air audience talking about A&E. We started by looking at our audience’s existing TV diet, and learned that 77% of FTA programming is female skewed. Mens’ obsession with female TV would be our way in. Our strategy was to be the first brand to recognize and legitimize a new affliction – Manesia a.k.a the state in which a man has forgotten how to be a man. Our approach had three distinct stages: symptoms, diagnosis and prescription: SYMPTOMS: Introduce the problem. “I know Manesia is a national issue” We enlisted the help of Triple M’s manliest talent – the Grill Team. A radio partnership covering prerecords, in-show integration, and outside broadcasts put Manesia on the national agenda.