Magic Moments Ad Campaign Has Memorable Impact on Audiences
Mid-January 2024 saw the launch of the new state-wide Your local club advertising campaign, kicking off with a 30-second ad — Where love belongs — on a variety of free-to-air TV channels across the state, as well as Broadcast Video on Demand (BVOD), Subscription Video on Demand (SVOD), online digital and social media channels. Three weeks later, the outdoor component of the campaign commenced, with Your local club advertisements appearing on the side panels of 900 buses right throughout NSW.
Now, the impact and reach of the first “burst” of the campaign can be revealed.
On free-to-air television, the Your local club — where love belongs advertisement appeared during several popular prime-time programs, including Married At First Sight, Australian Idol and nightly news bulletins in Sydney and regional NSW, with an audience of 3.77 million viewing the ads 2.6 times on average.
On streaming channels, the ad was shown to over 4 million viewers, while BVOD and SVOD platforms such as 7Plus, 9Now, SBS On Demand, 10Play, Optus Sport, Kayo and YouTube had more than 800,000 impressions combined.
The TVC was also posted on the Your local club Facebook page where it has received nearly 550,000 views, while on the Your local club YouTube channel it has clocked up over 211,000 views with an average view duration of 30 seconds. This is a strong retention rate that shows the ad is being watched from start to finish with very minimal drop-out from viewers.
To support the campaign, ClubsNSW created advertising materials for clubs to display in their venues. Clubs are encouraged to download these assets here.
On 27 March, the second iteration of the Your local club ad campaign — Where friendship belongs — began. This second “burst” once again includes the TVC being shown on free-to-air TV channels, BVOD, SVOD, online digital and social media channels across NSW.
Your local club — where friendship belongs advertisements are now in circulation on the sides of buses all over NSW, and Keno is set to display a 15-second cut-down version of the ad on their screens in clubs, too.
We look forward to sharing the results of this second phase of the campaign in due course.
If you have any questions or feedback regarding the Your local club ad campaign, please email [email protected].
Last month, ClubsNSW Media and Marketing Executive Manager Darren Flynn, together with brand consultants Andrew Varasdi and Ben Lyttle, hosted a webinar which elaborated on the concept development and rationale behind the music-based direction for the ad campaign. If you missed it, be sure to check it out here.
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