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INTERVIEW:
Damien says there are essentially no rules when choosing what shows to place ads in. "Almost every campaign is different," he said. "But the starting point is nearly always understanding the 'numbers'...what does OzTAM/ATR data suggest is the right repertoire of programs based on ratings, profile, cost efficiency etc? We then overlay whatever qualitative insights we have with the kind of program environments we believe will enhance our communication. "These 'insights' may be based on a variety of factors," Damian continued. "Intuition, experience, historical learnings, other 'deeper' quant data like Roy Morgan, or from dedicated qual groups. "The unspoken rule is that, beyond all the high-falutin insight, you just need to advertise in the programs you know your client's wife watches!" Damien said ads are rarely designed to complement specific shows - local budgets can't justify this - but they are often designed to complement a type of viewing occasion or environment. "Our National Illicit Drugs Campaign, which ran a year or so ago for the Department of Health & Ageing, is a good example of this. The objective of the campaign was to encourage parents to initiate a meaningful dialogue with their kids about drugs - but we knew from research that many parents just didn't know what to say or where to start. "We developed creative to 'model' this behaviour. It helped 'arm' parents with the words, by depicting a series of family moments with parents & their kids talking about drugs. "The ideal opportunity to spark this dialogue would be 'family time', when parents & kids are watching TV collectively. So the campaign, which was planned & executed through Mitchell & Partners, was focused mainly in family programming, predominantly in the 7.30-8.30pm area, specifically timed for when the family watches together. "Results were very positive. There was, for example, a 100% increase to 56% in the proportion of parents who identified discussion on drug use as a prevention strategy. And the percentage of youth agreeing that 'advice from my parents has steered me away from drugs' increased from benchmark (57%) to post-campaign (71%)." The client brief is key when recommending a media planning strategy, according to Damien. "The combination of an increasingly fragmented media landscape, plus more advanced targeting techniques now available, mean the market is generally moving more towards a more finely targeted approach. "However a short-term sale campaign is likely to have mass reach as its objective (lots of people, lots of times)." To
find out more about Batey Kazoo check www.kazoo.com.au |
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