Cheap Laughs

BID TV

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Task

To generate awareness and drive people to the TV and online auction channel, Bid TV. Also, position Bid TV as fun and entertaining daytime viewing.

Insight

There were loads of YouTube bloopers of funny moments on Bid TV, usually derived from the wacky antics of the presenters. This alone was testament to Bid TV’s entertainment value, something the channel wasn’t capitalising on.

Solution

We came up with the strategy that with Bid TV you can get a bargain, and have a laugh at the same time. Our advertising featured key presenters well known for their antics, as well as emphasising the bargains to be had.

This allowed BID TV to differentiate itself from the competitors, who simply focused on products and prices, and provided viewers with a softer prompt to switch on and a reason to stay tuned in.

Results

The campaign launched in national press and online in spring, interspersed by `Megadrop Madness’ tactical price promotions to attract first time viewers. Viewing figures and revenues continued to rise through the year despite competition from internet only shopping and auction sites, and in the autumn BID TV moved to a much larger warehouse to enable them to continue to meet customer demand.

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