2012 Silver Best use of experiential

Client Freeview

How did the campaign make a difference? A genuinely intriguing experience enabled Freeview to engage consumers for a sustained period and communicate brand messages. The campaign raised both brand awareness and recognition: Freeview rose to 14th in the Brand Index.

What details of the strategy make this a winning entry? Freeview is the UK's leading digital TV platform. It operates in an ultra-competitive market, where competing subscription-based services invest millions in marketing. Many UK consumers believe that advanced TV services such as HD are only available at a cost. Surveys indicate that they believe that as Freeview’s free, it’s inferior and doesn’t have these services. Freeview launched a brand-led campaign in 2011 to communicate its range of content and advanced services. It also decided to engage consumers directly, with an experiential campaign to raise the HD brand and increase word of mouth, as well as improve perceptions of content. For 24 days across nine high profile and footfall venues, the Summer of Sportroadshow featured an interactive sporting theme with a stand, games and freebies. The target audiences were sport fans, families and TV viewers. A 27-day guerrilla campaign accompanied the roadshow, with linked in-store activity, merchandising and demonstrators.

How did creativity bring the strategy to life? The experiential campaign complemented the above the line campaign (the Freeview Balloons) and events were linked to the media schedule. They brought out the child in everyone, encouraging participation with a series of sport-themed games and competitions in high profile venues (e.g. Wimbledon and Covent Garden). Staffed by fully trained, engaging Freeview ambassadors, these communicated the generosity of Freeview (HD for free) and rewarded participants with sports-themed gifts, such as gold medals. A ‘wow’ factor was added with street performers, such as a football trick showboater, and local celebrities to attract additional attention. Competition prizes included high-end TVs, allowing winners to watch the sporting action on Freeview in glorious HD. The activity was promoted through Freeview's Facebook and Twitter feeds. The guerrilla activity also extended themes of sports and generosity, handing out branded binoculars to watch live sport and Freeview ponchos to fend off the British summer weather.

Results Nine venues in London and across the UK gave 2,817,250 opportunities to play Freeview. There were 71,404 stand visitors and over 17,000 participated. Post-activity surveys indicated results such as an improved rating in the YouGov Brand Index, a 25% increase in spontaneous awareness of Freeview HD and 89% felt ’more favourable’ to Freeview HD.

Team Hanna Jones, James Chambers, Daniel Todaro, Kirk Naish, Laura Bowden, Sarah Mandeville

Other contributors Leo Burnett – Brand design, Flying Duck Creative – Creative design, DH Bodycraft – Stand build, Brand Space – Venue booking