Win big with McKinney Competitions

Mckinney competitions approached us to promote and deliver their biggest prize yet, the option to become a millionaire whether that be in the form of cash or a 5 bedroom villa in Portugal worth equally as much. A prize of that scale required an equally large promotional campaign to promote the competition. 

There could be only one medium that would be appropriate for a prize/campaign of this scale, TV. The ability to build brand frame in a short space of time made it the obvious choice. The TV commercial had to showcase the prize in all it's glory with a full production approach. The use of Gemma Collins acted as the tone of the campaign to provide trust and presence to the commercial. Followed with live shots of the Villa and Gemma in situ in Portugal. A promo code TV20 was added to provide tracking as TV can be hard to attribute sales to the campaign. With the commercial finished, it was then on to targeting and how we wanted to broadcast.

A combination of ITV, SKY, C4 and Virgin was chosen as the broadcasters for TV, targeting high TVR channels such as Coronation Street and The Chase for maximum national brand awareness.  

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Campaign spend was additionally attributed to radio and Press options, as a means to target further touch points. Kiss FM proved the most appropriate radio station as its audience demographics most closely matched the target audience of the campaign, coupled with its national reach. 

Press options were chosen in a combination of quarter page, half and full page with different creative approaches depending on the paper. As it was a national campaign across the UK and Ireland, the largest publications were chosen. Mail on Sunday ROI was chosen for Ireland, Belfast Telegraph for NI, The Sun and Metro London for national UK presence.

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The result of the campaign saw the ticketing for the competition fully sold before the deadline, which was the ultimate goal.