Twitter, taxi, and bathroom media, digital and traditional outdoor, as well as TV and radio were used to build an advertising campaign that gave viewers the tools they needed to get out of conflicting arrangements so that they could tune into Idols each Sunday. Deliberately over-the-top excuses such as ‘I have to take my parrot to attack-training’, were seeded across multiple channels, with the idea of creating a bit of conversation and laughter. Our strategy was to simply play up on people’s FOMO as a means of creating awareness around the show’s on air date with a view to driving appointment viewing.
Outdoor, TV and tactical and traditional radio spots drove the campaign, but DJ’s were also used to extend the conversation about Idols X both on air and in social media. Twitter then gave the public the opportunity to join in and show off their own creativity by making their own excuses and tagging them with #MakeYourExcuse. The ‘social’ and ‘user friendly’ nature of the idea served to spread the word further without breaking the bank on media spend.