The resulting media plan involved several key changes: broadening from the previous DRTV daytime slots, running longer ads to allow for more personality, running in peak time to broaden reach, and diversifying media to mix funnel activity and engage the audience where they live. They also continued to run 8 x 10-second ads promoting specific deals to maintain response by mixing creatives. A modular creative structure was adopted, featuring a hero, brand-focused long format to supplement 5-10 second deal-focused DR ads and corresponding social ads.
This structure ensured consistent and cohesive brand personality across all locations, allowed for audience-specific content, and supported activity across the top, mid, and lower tiers of the funnel.
Ideas and Execution
The Space City team developed three top-line ideas, each offering a different interpretation of the brand's personality, with a focus on the joy of discovery, topical humor, and the pride of landing a prize catch. These concepts were designed to start with a 30-second format but also include execution in short-form DR, social, and radio. The selected idea was fully developed into a script and animatic, utilising "The most widely heard piece of classical in the UK," which had strong associations with the target audience via X-Factor, a mainstay in their viewing habits.
This approach combined playful pastiches that contrasted 'epic' elements with novel Wowcher deals. The music, shots, and lyrics were kept modular for adaptation across various formats, which included:
- 3 x 30-second brand TV ads
- 3 x 30-second radio ads
- 3 x 26-second YouTube skippable ads, with bespoke 6-second intro
- 8 x 10-second DRTV deal-focused ads
- 8 x 6-second YouTube bumpers
- 10-second + 5-second TV sponsorship idents
The Result
The final result was a campaign that was funny, epic, and adaptable. By recreating some of the vintage Wowcher humor, the campaign successfully re-ignited love from previous customers and drew in new ones, rolled out across every channel.
