Title | URXXL |
Brand | SKY TELEVISION NEW ZEALAND |
Product / Service | SOHO CHANNEL |
Category | B02. Use of Audio Platforms |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Contributing | SKY TELEVISION NEW ZEALAND Mount Wellington, NEW ZEALAND |
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 |
Katya Urlwin | DDB Group New Zealand | Business Director |
Trinity Lawry | DDB Group New Zealand | Business Manager |
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 |
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.
Each radio ad in the campaign was actually a giant URL. It both explained to the regular fans that the new season was coming and challenged the hardcore fans to win a prize if they could write the entire thing into their web browser. 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.
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.
To advertise Silicon Valley we actually needed to think very hard about the media. It would be tempting to do a digital campaign. However, our 18-35 year old audience have ad blockers and don't really engage in digital advertising as much as you think they would. But they love radio. And often listen to it on their computers. We still knew digital had to play a role to fit in with the show. So we created an idea that announced the show to the regular fans in radio and rewarded the hardcore fans in digital at the exact same time.
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 used radio to announce the show to the regular fans and drive the hardcore fans to a ridiculous digital challenge.