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Drumond Park and Sky Media
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Drumond Park and Sky Media
The Redknapps Score with Sky and Drumond Park’s Games Night In
This campaign marked the first time in over a decade that Drumond Park had changed their TV creative and the first time they had entered into a partnership with a broadcaster. And, in another first, it was the first time they’d adopted a multi-platform approach; having previously only ever used Linear TV alone.
Sky Media worked with Drumond Park, Republic of Media and Recipe to create 4 different TVCs leveraging Sky talent – iconic father and son duo, Harry and Jamie Redknapp – to bring the visuals to life with their voice overs. With access to Sky’s premium family content across multiple touchpoints, Drumond Park assigned their full budget to Sky to reach families at key viewing moments. Alongside great shifts in brand metrics, the post-campaign analysis saw LOGO and Articulate being ranked in the top 2 selling board games in 2021 and Sketchy experiencing a huge spike in sales whilst the campaign aired exclusively across Sky.
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Increase in brand awareness of Sketchy
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Increase in consideration to purchase any Drumond Park board game
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Increase in agreement that 'I would play Rapidough with my family at Christmas'
The Problem
Drumond Park wanted to refresh their media campaign with TVCs that cut through at the most congested time of the year – Christmas. They needed to connect with a family audience and increase purchase consideration through:
- Creative that highlighted the individual personality and tone of each game, and
- Media placements that complemented and exposed the games to the right audience at the right time.
The Solution
Sky Media worked collaboratively with Drumond Park, Republic of Media and the creative agency Recipe, in order to generate a creative solution that brought to life the family fun that Drumond Park board games offer. At the heart and centre of each animated creative, we used our iconic father and son duo – Harry and Jamie Redknapp to bring the visual to life with their voice overs.
The Plan
We created 4 different 30” TVCs where the duo battled it out with LOGO, Articulate, Sketchy and Rapidough – showcasing the humorous and raucous fun that can be had by all when playing Drumond Park’s selection of games.
Next, we needed to build a new media plan.
- Due to Sky’s unbeatable reach for families across multiple touch points, Drumond Park assigned their full budget to Sky to reach families at key viewing moments.
- Linear viewing was cherry picked and time targeted around content that indexed highly for their core audience.
- BVOD was specifically selected to ensure co-viewing moments were tapped into when their target audience were most leaned in.
- Sky Advance was implemented in order to reinforce the messaging and drive frequency with the right audience, pushing them closer to the point of purchase.
- We also digitally located viewers who hadn’t seen the ad in the run up to Christmas to ensure maximum exposure when it was most crucial.
The Results
In the build up to Christmas of 2021, Drumond Park’s campaign proved to be a massive success with LOGO and Articulate becoming the top 2 selling board games last year, and Sketchy seeing a huge spike in sales whilst the TV campaign aired exclusively across Sky. Post-campaign research also showed some great uplifts across key brand metrics including:
- The activity successfully shifted consideration to purchase any Drumond Park game by +23% with The Logo Board Game seeing the strongest shift of +6%pts.
- The Logo Board Game and Sketchy saw the strongest growth in awareness following campaign exposure (9%pts and +7%pts respectively).
- The campaign led to a 17% increase in agreement that ‘I would play Rapidough with my family at Christmas’.
- The campaign saw strong cut through and recall, with exposed audiences being significantly more aware of seeing any Drumond Park ads (+13%pts).
- When shown the creatives, exposed audiences were significantly more likely to remember having seen them before (Articulate +16%pts, Logo +21%pts, Sketchy +10%pts, Rapidough +15%pts).
- Strong familiarity with The Logo Board game was also strengthened by 7%pts
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