Client: IGA Supermarkets
timing: 4 weeks, May - June 2007
target: grocery buyers

the challenge

• ensure the IGA brand remains top of mind for grocery buyers
• call to action - get them in store!
• promote and compliment IGA's other activations (e.g. New Idea Meal Planners, IGA's fuel offer)
• reach IGA's regional customers as well as those in metropolitan areas

the solution

• 1 month sponsorship of 'The Jonathan Coleman Experience' - perfect for the grocery buyer target demographic
• a tailored promotion within The Jonathan Coleman Experience' with a once-in-a-lifetime prize
• a national radio campaign across 3 of mcm's programs - 'Barry Bissell's Weekly Countdown', 'My Generation' and 'The Jonathan Coleman Experience'

the execution

• program sponsorship - talent endorsement, tailored credits and top of break ad placement
• Paul McCartney Trivia Promotion - trip for 2 to New York to see Paul McCartney live in concert, all thanks to out local heroes, IGA! Runners up won IGA shopping vouchers
• an exclusive interview with Paul McCartney including in-program IGA credits
• commercial air time - mcm developed 5 different radio spots which ran on the MIX and CLASSIC networks targeting grocery buyers at peak shopping times

the outcome

• intense listener interaction with the IGA brand
• phenomenal association with one of the world's most successful artists
• several existing activations were brought together and brought to life on air!
• approximately 1.6 million grocery buyers were exposed to the IGA brand, on average 23 times over the course of the campaign

comments from the client...

• the strengths of the campaign were;


• campaign frequency (unaffordable via TV)
• relevant environment (time of day in family friendly format)
• talent endorsement
• creative flexibility (multi messaging and short creative timelines)


• (Saurin Worthington, National Business Director, Metcash, Starcom)

Client: Nissan Patrol 4x4
target: males 20 to 54yrs

the challenge

• on it's 40th birthday, the Nissan Patrol had 'legendary' status and needed a campaign that would support and extend this position
• build an emotional connection between the consumer and the brand
• reach a broad national target with a big, bold idea
• raise awareness of the Nissan Patrol

the solution

• a national radio and online promotion that aligned Nissan Patrol with the ultimate legends of music, The Police
• 6 week sponsorship of 'My Generation' to support the Nisan Patrol brand campaign - an environment that complemented the 'heritage' and 'legendary' messages
• brand commercials across mcm's adult catalogue to extend the reach of the campaign

the execution

• mcm negotiated The Police's audio and visual IP to allow Nissan's association with the band
• promotional microsite housed at mygeneration.com.au - Win a VIP trip to see The Police live and a test drive of the Nissan Patrol!
• commercial airtime in My Generation (voiced by Jonathan Coleman) and in-program credits solicited entry into the promo (at least 2 per hour)
• sponsorship credits in My Generation focused on the car and its legendary status and brand commercials were placed within The Jonathan Coleman Experience, mcm Classic Hits and mcm Rock weekday airtime packages

the outcome

• association with legendary rockers, The Police, without the standard IP fees
• approximately 1.5 million males aged 25 to 54 were impacted by the campaign, on average 3.9 times
• online entries - 5,771; SMS entries - 3,959
• 77% of entrants were aged 25 to 54yrs
• activity supported the brand promise that the Nissan Patrol is legendary

Client: Shell Unleaded Fuel Economy Formula
target: all people 25-54yrs

the challenge

• support and demonstrate Shell's claim that 'Shell Unleaded Fuel Economy Formula is designed for extra kilometers'
• penetrate a mass regional audience as well as metropolitan areas
• integration beyond a 30 sec spot

the solution

• a "Kicks on Route 66" radio promotion on My Generation, hosted by Jonathan Coleman
• a specially themed episode of My Generation, "The World's Greatest Driving Songs", to extend the promotion and create a highly relevant context for the Shell message
• a national radio campaign (30 sec spots) across 5 of mcm's radio programs with a focus on the adult catalogue, namely 'My Generation', 'Barry Bissell's Weekly Countdown', and 'Planet Rock'

the execution

• programming promotion - 'Win a trip to Route 66 in the USA, the longest highway in the world, with Shell Fuel Economy Formula!' - 45 sec promo credits, 15 sec naming credits , 30 sec promo spots voiced by the host Jono Coleman
• themed episode of My Generation - the ultimate mix tape for a trip down Route 66! Shell promo credits were weaved into the fabric of the show
• live on-air winners call for the $10K prize!
• radio brand campaign utilized mainly weekend programming over peak driving periods

the outcome

• 10,000 SMS entries into the promotion
• 3.2 million people aged 25 to 54 were impacted by the radio campaign (brand and promotional activity) in more than 100 markets around the country
• high frequency - 4.8 on average
• 77% of entrants were aged 25 to 54yrs
• Shell were able to 'own' the My Generation program for one week with minimum investment