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Oasis & The Sun website casestudyMaking the nation’s lunchtimes better and driving salesof Oasis 1
Oasis & The Sun websiteCase StudyThe ChallengeWe needed to develop a campaign that would make Oasissynonymous with lunchtimes and drive sales 2
Oasis & The Sun websiteCase StudyBackground• Coca-Cola needed to increase the consumption levels of Oasis on weekdays amongst their core target market of 16-35 year olds• Their research identified that most workers found their lunchtimes “boring”. Oasis’ communication proposition was “Delivering a Better Lunchtime”. Vizeum’s challenge was clear – how could we make lunchtimes a far more enjoyable experience for the nation?• Success would be measured by the strength of association consumers now made between Oasis and better lunchtimes, positive shifts in key brand metric scores, engagement with the campaign idea and an increased propensity to consume Oasis 3
Oasis & The Sun websiteCase StudyThe ThinkingOur insights revealed the average lunchtime for a worker lasted just 27minutes and Touchpoints research showed us that many workers usedthis time to go online. Traffic statistics backed this up, showing thatthesun.co.uk’s traffic peaked between 12pm and 2pm with a significantpeak on the Showbiz channel. This highlighted our readers wereactively looking for entertainment content at lunchtime 4
Oasis & The Sun websiteCase StudyThe IdeaOasis Lunchtime Bites:• We created an exclusive Oasis Lunchtime Bites’ channel on thesun.co.uk. The channel hosted unique and bespoke content created by Tommy Holgate, The Sun’s Comedy Correspondent, that was fun, irreverent and entertaining (perfect for Oasis’ brand personality)• New content would be released on the sun.co.uk every weekday lunchtime and would be supported by a competition to win a Dream Lunchtime 5
Oasis & The Sun websiteCase StudyMaking It Happen• Video footage for each content pillar (Oasis Lunchtime Challenge, Weird World, Gaming, Comedy and Quizzes) and a hugely impactful mock-up of the Oasis Lunchtime Bites channel enabled the client to understand the tone and feel of the campaign (and why it would have huge appeal to our readers). Allied to our passion for the idea, it ensured buy-in from agencies and client, who loved our fresh thinking• Supported by in-paper coverage of the campaign, content on Oasis’ Facebook page and Tommy Holgate postings on Oasis’ Facebook wall, Lunchtime Bites engaged the nation every lunchtime. It culminated with Tommy Holgate compering the Dream Lunchtime competition event. The client was so impressed that we were asked to make a separate video of the day, showcased at Coca-Cola’s annual conference 7
Oasis & The Sun websiteCase StudyResultsIt was the most successful campaign in thesun.co.uk’s history, with:• Nearly 1million page impressions• Over 300,000 unique users• 62% of survey respondents loved the eye-catching content• 49% associated Oasis with better lunchtimes• 25% were more likely to buy Oasis following the campaign 8