Today FM ran it’s first ever exclusive cross-station, cross-platform promotion in conjunction with Cadbury, for their Cadvent campaign to tying in with the 24 Days of Joy messaging.
Carat approached Communicorp One with an opportunity to partner with Cadbury and support them with their Cadvent Countdown campaign to help spread joy throughout the month of December. Following on from their success in previous years, Cadbury planned to roll out their Christmas trucks again and would be delivering Christmas Joy (in the form of truckloads of treats) to towns and cities around the country. This year, they were asking people to nominate their home-town to receive a visit. The brief asked that Today FM would support this from start to finish – by driving the audience to vote for their town and then in following the journey.
The main challenge for Communicorp One was devising an engaging cross-platform, promotion that would allow Cadbury’s message to cut through the Christmas clutter while also delivering longevity to the campaign so that the message of Cadbury sharing Christmas joy was front of mind for Today FM’s audience from the end of November and right through December. How could we book-end the silly season with ear-catching radio and engaging digital activity that would drive our listeners to engage with Cadbury’s campaign?
Our solution was to kick off with a pre-promoted competition on Today FM, this would be followed by on-air and social content pieces from Cadbury events and would then culminate in a high-octane OB where Dermot + Dave would deliver a Cadbury truck to our ultimate winner, while Fergal broadcast an OB show from the location.
Ordinarily, a cross-station promotion will run alongside other commercial activity, with shows taking on their own week-long promotions at the same time. In what was a media first for Communicorp One and Today FM, the first week in December was entirely devoted to Cadbury’s Christmas campaign. This also gave the audience context for the content pieces which followed in later weeks.
We kicked off with a week of heavy pre-promotion, calling on listeners to register online for their chance to win a Cadbury truck load of treats along with a host of other prizes. Then, in week 2, every day each show would call a listener to open one of the Cadbury Cadvent Calendar doors. This activity ran across 6 shows from our week-day offering:
- Ian Dempsey Breakfast Show
- Anton Savage Show
- Dermot & Dave
- Off the Charts with Fergal D’Arcy
- The Last Word
- Lost In Music with Louise Duffy
All activity was heavily supported by with Social Media including Facebook Live, daily FB and twitter posts as well as snapchat competitions to capture the digital audience and bring the activity cross platform to mirror the on-air activations.
The audience had no way of knowing what the prize would be… a Christmas jumper, an entertainment system, a trip to Cadbury World or that big ‘money can’t buy’ prize of the Cadbury truck. This ran in conjunction with Cadbury’s own promotion of regional voting around the country. This made for quality content and allowed Cadbury’s Christmas message to shine within the Today FM schedule.
A wide variety of prizes, across a plethora of shows, ensured excitement and engagement across the week…
|Ian Dempsey Breakfast Show||Door 1: Home Entertainment system to watch you Christmas favourites||Door 6: Cadbury Christmas Hamper||Door 12: One 4 All Voucher and a Cadbury Christmas Hamper||READ||Door 22: One 4 All Voucher and a Cadbury Christmas Hamper|
|The Anton Savage Show||READ||Door 7: One 4 All voucher and a Cadbury Christmas Hamper||Door 13: Family Trip to Cadbury World||Door 17: Michael Murphy Sports & Leisure voucher and a Cadbury Christmas Hamper||Door 23: Cadbury Christmas Hamper|
|Dermot + Dave||Door 2: One 4 All voucher and a Cadbury Christmas Hamper||Door 8: Michael Murphy Sports & Leisure voucher and a Cadbury Christmas Hamper||Door 14: Cadbury Christmas Hamper||Door 18: One 4 All voucher and a Cadbury Christmas Hamper||Door 24: TRUCK LOAD OF TREATS!|
|Off The Charts||Door 3: Cadbury Christmas Hamper||Door 9: Cadbury Christmas Jumper and Cadbury Christmas Hamper||Door 15: Michael Murphy Sports & Leisure voucher and a Cadbury Christmas Hamper||Door 19: Shopping trip to London with €500 spending money, with Cadbury.|
|The Last Word||Door 4: One 4 All voucher and a Cadbury Christmas Hamper||Door 10: Family Trip to Cadbury World||READ||Door 20: Cadbury Christmas Hamper|
|Lost In Music||Door 5: Michael Murphy Sports & Leisure voucher and a Cadbury Christmas Hamper||Door 11: Cadbury Christmas Hamper||Door 16: Magical winter getaway to Paris, with Cadbury||Door 21: One 4 All voucher and a Cadbury Christmas Hamper|
Following on from the successful promotion, we continued our Christmas partnership with some content pieces across December leading up to the big finale of the delivery of the ‘truck load of treats’ to a Today FM listener.
1st December: Media Launch in Dublin
TodayFM.com’s Katie Hogan headed down to the Media Launch where she conducted a fun Facebook Live interview with Baz and Nancy. This was a lovely way of showcasing the excitement around the launch to our listeners, she even managed to squeeze in some chocolate related questions while quizzing the mother and son duo!
13th December: Kilkenny
Today FM’s Fergal Darcy hit the road after his show and headed down to Cadbury’s Truck event in Kilkenny, he was able to soak up the atmosphere while snapchatting for Today FM’s followers at home.
20th December: Mountmellick, Laois
Finally the puzzle comes together! With huge fanfare and excitement, Dermot and Dave travelled with the Cadbury ‘Truck Load of Treats’ to our lucky winner in Mountmellick. A huge local crowd had gathered at the local GAA club where our own Fergal Darcy was broadcasting his live show. Despite the rain on the day there was huge excitement on the ground and over the airwaves as Today FM’s dynamic duo arrived.
The campaign achieved above all estimations in terms of views, competition entries & reach. The numbers below will prove that the content certainly resonated with the audience and drove high engagement levels.
Online Registration Page
Cadbury’s partnered with Today FM to announce the eagerly awaited Cadvent Calendar. But we didn’t just want to announce our own Cadvent but bring it to the listeners of Today FM – in the space of 1 week. For the first time ever on Today FM, every single primetime show was involved in the promotion, giving away everything from an entertainment system to a visit from the actual Cadbury Convey.
The promotion was a remarkable success with record numbers turning out to the events. Today FM brought everything to life, not just on air but through their amazing online and social channels. With in-house production ready to hand, the whole process was so simple.Harry Eustace