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CASE STUDY: Sky+ target Smooth Radio's 45+ audience.

Provided by Real and Smooth Ltd
Sky+ sponsor Tony Blackburn's Weekend Breakfast Show on Smooth Radio to promote new subscriptions with adults over 45.
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What was the Challenge / Background of the Campaign?

Sky+ wanted to bring the real life benefits of Sky+ to life in an engaging and credible way and create desire amongst adults 45+ for Sky+ in their lives thus promoting new subscriptions. GMG Radio created an integrated media approach using on-air and online activity. The campaign consisted of sponsorship of Tony Blackburn's Weekend Breakfast Show on Smooth Radio, a weekly competition to give away a Sky+ package where listeners guess what Tony will be watching this week. Plus sponsorship of Tony's Tele Tips and online activity for the duration of the campaign. Find out more...

What was the Campaign Objective?

The objective of the campaign was to associate Sky+ with Tony Blackburn & the Smooth Radio Weekend Breakfast Show and to create desire amongst adults 45+ for Sky+ in their lives thus promoting new subscriptions. .
Reference: 3727 // Posted: 13.11.08

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSmooth Radio network reaches 2.8 million listeners a week.
45 - 54
55 - 64
65+		Both
ABC1
C2
Main Shopper
Retired
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearDRIVE PENETRATIONSPONSORSHIP / MEDIA
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