TV3-only campaign proves right call for 11850
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Thursday August 20 2009
DIRECTORY enquiries brand 11850 has hailed its experimental tv3-only campaign a success after its results outshone those returned by traditional cross-media efforts.
For six weeks of the summer, 11850 spent its entire ad budget with the tv3 group, buying airtime on tv3 and 3e, sponsoring programmes, running promotions through programmes, getting editorial coverage and taking part in online activity.
The activity prompted a 9pc rise in 11850's top-of-mind awareness and an 11pc rise in the brand's spontaneous awareness rating, according to the company's monthly brand tracker research.
The results compare with a traditional campaign run in the first quarter of the year, which boosted top-of-mind awareness by 2pc and spontaneous brand awareness by 4pc.
"We're extremely pleased with the results," says 11850 boss Susan Branchflower, who would "certainly be willing to try something similar in the future".
TV3 commercial boss Pat Kiely said he's "delighted" that the campaign proved a winner. The group plans to encourage more advertisers to opt for tailor-made plans on tv3, 3e and tv3.ie.
