• Goodfella's wanted to communicate with a young and single target audience
• A tie-up with Sky saw it take full advantage of Sky's Movie and Sports offerings
• Sales increased by over 50% within the first two months of rollout

The challenge

Goodfella's wanted to drive sales of its Solos product range by tapping into a newly identified target audience for the brand - 'active singles'.

Before a TV solution was put together, the campaign was planned using the SkyView research panel. Sky viewers were questioned on their viewing habits using SkyView and it became apparent that Sky's Movies and Sports offerings should form the backbone of the campaign.

The TV solution

Taking advantage of Sky's 3Sixty strategy, Goodfella's launched a campaign involving a number of integrated facets - of which TV was at its heart. Its Solos range became the exclusive sponsor of the Sky Movies Action/ Thriller channel for seven months, which also meant sponsorship in Sky Movies Magazine, on Sky Movies online and in parent company News Corporation's thelondonpaper. In the latter, Solos imagery was placed in the TV listings section, which saw action and thriller films listed as TV choices and the channel circled in the listings page.

In addition, Sky Sports TV formed an important part of the campaign mix, pushing the message to a young, social and upmarket audience. An Interactive Advertising (iA) element was added - incentivising viewers to visit a site containing product and special offer information by giving them the chance to win a holiday to Rome. This element of the campaign also allowed Goodfella's to gather valuable customer data, such as email addresses and answers to questions such as 'when do you eat pizza?'.

Goodfella's also became the first brand to use the Sky Mobile TV service - with ads that could be found in programming on the Sky One and Sky Movies channels.

In addition to broad coverage across the main Sky sites, two online sponsorships were created to target male and female audiences separately. For the male audience, a 'best solo goal of the season' feature was added to the Football 365 website, inviting visitors to vote for their favourites. For the female audience, a 'celebrity singles' section, featuring popular famous faces, was developed for Sky Showbiz

A customer mailing consisting of a voucher included in Sky Magazine, online ads and online branded content were also created.

Results

In the first two months of rollout, product purchase of Goodfella's Solos increased by over 50%, and sales remained high throughout the seven months of the campaign.  Following the sponsorship, Sky's Action/ Thriller viewers were 20% more likely to be regular Solos buyers than before.

The interactive element was well received too, with over 5000 homes entering the holiday competition.

The online components combined reached over 1.2 million unique users, whilst the Football 365 competition site delivered over 48,000 visits.

Significantly, Goodfella’s were back on TV with increased activity in 2008

“Sky Media’s pitch to us demonstrated an understanding of our target audience and was full of innovative and compelling ways to reach them.”

Kevin Morton,
Managing Director,
Equinox Comminications