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"Going BIG with Little" Client assets: $268M |
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| Client Scenario: |
The CU had just developed a new brand that specifically spoke to Gen Xers and wanted to advertise “big” to attract as many Gen Xers as possible. However the CU was burdened with a tight budget. |
| BA Solutions: |
We analyzed the budget and utilized our extensive network of media contacts to ascertain which media medium would be most feasible (turned out TV was doable!). We then developed a comprehensive media plan (included in this was the buy itself and all management), incorporated a one-of-a-kind brand element that spoke to the TA and was visually appealing. Essentially we ensured that the TV spots would stand out amongst all the ad clutter. Additionally all spots included a call-to-action driver to a microsite that welcomed the viewership to the CU. This microsite acted as the up to the minute tracking and measuring system. |
| Results: |
The TV spots drove hundreds of unique visitors to the microsite, which enjoyed 90+% click-thru rate to the actual CU’s website. The subsequent number of new (Gen X) member households exceeded all expectations. A brand was born and was working! |
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