Tactical Campaign For A TV Company

The requirement

One of the UK's largest TV companies was launching a tactical campaign and required three telephone numbers to show on air, on pub lavatory posters and on drip mats in over 400 London pubs. The campaign lasted 6 weeks.

The results

As a result of the call tracking by Mediahawk, it was discovered that the lavatory posters generated twice the response of the TV advertising and that no calls were generated from the drip mats. An audit was done of selected pubs to find out the reason for this and it was discovered that none of the drip maps had even been distributed. As a result the client did not pay for this section of the campaign.

If the TV company had not used Mediahawk they would never have known what was working, and would have paid for a part of the campaign that had never been implemented. Also it was the first time they had used pub lavatories and the response analysis gave them the reassurance to use this format in the future.

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Read more about call tracking from Mediahawk.

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