• Derby’s have traditionally been thought of as formal affairs not suited to younger audiences.
• ARC and Telecom wanted to promote Derby Day as a great day out for all, no matter what the age.

Objectives

• Promote Telecom Derby Day and encourage younger punters to come enjoy the days racing and entertainment.
• Get listeners to engage and interact with the event in a fun way through a viral game.
• Increase the number of visits to the site www.aucklandcupweek.co.nz over the promotional period.
• Educate potential punters about the etiquette and rules of Derby Day.
• Build a database for future communications.

Why Radio?

• Integration – Radio stations are experts at offering client solutions that use all of the stations platforms and resources in a fully integrated way.
• Relevant – Radio stations know their audience well and know what promotional ideas are going to resonate with listeners whilst achieving the client’s objectives.
• Targeted –Each station has its own community of listeners who identify with the humour, music and style of the station.
• Response – Radio audiences are used to responding to calls to action from radio stations. Its part of radio’s culture to be in a continuous dialogue with their listeners.

Strategy

• This was a national campaign that ran over 2 weeks on ZM.
• ARC and Telecom gave listeners the chance to win a luxurious weekend in Auckland including flights, accommodation and VIP tickets to Telecom Derby Day
• The method of entry was simple – Play the Telecom Derby Day game and win!
• The game was housed on the ZM website and was constantly pushed to on-air and on-line.
• In order to be eligible for the grand prize listeners needed to register. This functionality helped the client build a database.

Results

This campaign was a massive success. Over the 2 weeks it was running there were:

• 5,862* visits to www.aucklandcupweek.co.nz with 72% of this traffic referred from the ZM website.
• 1,992* registered players.

• The game was played a total of 134,070* times.

*Please note: figures measured by Google Analytics - which unfortunately did not pick up the first 2 days of activity!