URXXL

Bronze Spike

Case Film

Presentation Image

TitleURXXL
BrandSKY TELEVISION NEW ZEALAND
Product / ServiceSOHO CHANNEL
CategoryA05. Media & Publications
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Contributing SKY TELEVISION NEW ZEALAND Mount Wellington, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Shane Bradnick DDB Group New Zealand Executive Creative Director
James Blair DDB Group New Zealand Lead Business Partner
Trinity Lawry DDB Group New Zealand Business Manager
Katya Urlwin DDB Group New Zealand Business Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Alva Casey DDB Group New Zealand Agency Producer
Dan Partington DDB Group New Zealand Sound Engineer
Johannes Gertz DDB Group New Zealand Senior Digital Producer
Jason Vertongen DDB Group New Zealand Head of Digital Design
Simon Betton DDB Group New Zealand Digital Designer
Jim Pachal DDB Group New Zealand Digital Designer
Haydn Kerr DDB Group New Zealand Digital CD
Charlotte White OMD Account Manager

The Campaign

We created a campaign of radio ads to tell the regular fans about the show. But each radio ad was actually a giant URL. The voice explained that if you could type the entire radio ad into your web browser you would win a years free SoHo or swag from the show. This way we announced the new season to the regular fans in radio but directed the hardcore fans to a digital challenge in the same sense of humour they would find in the show.

Creative Execution

On the 28th of April our radio started to go live and played across 18 major radio stations in New Zealand. Within 3 days the first prize had been won. The rest were won over the next two weeks that the radio ads were airing leading up to the premiere of the show.

Results

Despite us making it nearly impossible- 102 people managed to correctly enter the full URXXLs (That's up to 395 characters entered perfectly) and viewership of the show was up 26% since the first season. So we got the message to the Apples and the swag to the Androids.

Our campaign gave people immediate incentive to participate. Each of the radio ads was actually one giant URL and directed them, in a humorous way, to try to enter it into their browser. If they could enter it correctly they would win prizes.

Silicon Valley is a show all about a tech start up, so it seems like the campaign should start in digital right? But our 18-35 year old audience have ad blockers and don't really engage with digital ads as much as you would think. But they listen to the radio. At home, work, commute, on their computers and phones. So we created a really funny and unique direct response campaign in radio that rewarded the hardcore fans by directing them to try to enter the whole URL in digital.

Links
Website URL