Despite 50% reduction in budget, we needed better than 50% of the performance. We split the budget across TV, VOD and radio to generate maximum frequency and volume. We devised national campaigns to boost the brand’s visibility across the country to drive online sales, as well as utilising DAX radio to ensure hyper-local support for the retail business. We booked one week prior to the on-air date to react to market demand and business dynamics, but also to monitor competitor spend and reposition where necessary.

The TV element over delivered by 4% on impacts due to our daily airtime management, as well as surpassing VOD click rate activity by over 10% versus industry average.