Every four years, around this time, media falls into two types; those with Olympic broadcast rights and those without. Most often those without lay low, planning to attack the market once the games are over. Not the Today Network. They’re out in the marketplace right now attacking ad agencies with scones, cases of Old Speckled Hen beer and the chance to be in London for the first week of that sporting event for which Today holds no rights.
While others are busy promoting the sweaty bodies of elite athletes, Today is pushing the less toned flesh of Fifi & Jules plus media darlings Hamish and Andy as part of a money-can’t-buy experience that they hope will attract media buyers’ attention away from that five ring circus.
The campaign invites agency types to enter the ‘Hit London’ competition by answering a simple question from the video packages which showcase client solution case studies such as Switzerland Tourism, Holden and Sol Beer.
The idea is to promote Southern Cross Austereo’s position statement as being first in media entertainment solutions. Network stars including Fifi & Jules, Kyle & Jackie O, Hamish & Andy and the Hot30’s Matty & Mel have developed a week-long series of fun video messages targeted at media agencies.
Southern Cross Austereo Head of Marketing, Nikki Clarkson (left) says, “We created the ‘Hit London’ campaign to showcase Southern Cross Austereo’s unique and effective client solutions, encouraging engagement within agencies by involving key talent and ultimately offering a money-can’t-buy experience”.
The winner and friend will join Fifi & Jules’ week–long, live London broadcast set to capture all the excitement, emotion and energy from around London without a hint of a splash from the pool or the thud of a discus as it hits the ground. Instead, for the winner, there’ll be an exclusive VIP party in the city of London with Hamish & Andy.
An EDM campaign has been rolled out to support the video messages which highlight The Today Network’s work across content development, online, digital, mobile, social media, event platforms and of course FM and digital radio.
This campaign activity follows a colourful teaser campaign which was executed last week in agencies with SCA Account Managers bringing to life the London-theme by personally delivering cases of Old Speckled Hen beer along with ‘Hit London’ promotional collateral including posters, stickers and postcards sent from Hamish & Andy.
At the end of the week, a selection of agencies were treated to scones and English Breakfast tea in ‘Hit London’ branded cups from a group of street teamers attracting plenty of attention dressed in various Britania themed costumes.
