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Television not only has the power to entertain and engage, but it also produces results. A presentation by PHD at TV Day showed how Becel used TV to raise awareness, while one by Starcom MediaVest Group revealed how Nintendo used the medium to increase sales.
Becel
With a such a high rate of heart disease amongst women, Becel and the Heart & Stroke Foundation wanted to wake women up to the Heart Truth and inspire and empower them to take action to prevent this disease. They wanted to have conversations with women, however, not talk to them.
They launched the "Becel Love Your Heart Benefit concert" and created a TV campaign to invite women to attend it. Celebrity vignettes were made for TV and the internet, and print and public relations were also used. TV, however, was at the centre of the campaign. It was the medium that integrated all of the parts. A documentary was also made that aired on Global.
The campaign was a great success. Here are some of the results:
- Overachieved sales results by 70%; grew dollar and tonnage share
- Campaign scored 2.5 times higher than norm on branded recognition
- Creative was highly motivating to purchase (63% above norm)
- Increased web traffic, registration, and achieve significant webisode views
- Raised awareness for the issue
The campaign also won several industry awards and Becel continues to use TV as part of its media plans.
To view this presentation, click here.
Nintendo
Nintendo wanted to stand out. It has remarkable ideas & remarkable products and were launching 4 distinct games with 4 distinct target groups. However, they faced several challenges. The company was coming out with 4 games at the same time, had broad targets to reach, French/English differences to take into consideration, less money to spend, and the recession to battle with.
To promote the Nintendo Wii Ultimate Family Challenge, TV was chosen because it offered scale and mass audiences. They advertised in high-rated programming because it had higher ad engagement. Customized commercial content was created for, Grey's Anatomy, Desperate Housewives, The Amazing Race, and the NHL that even included the program's theme song. For the Quebec market, they used home grown talent.
The TV campaign proved to be successful as it exceeded Nintendo's sales objectives by 40% and created significant buzz online.
To view this presentation, click here.
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