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Case Studies

 

Calvin Klein ‘are you the ckOne?’ campaign

Calvin Klein ‘are you the ckOne?’ campaign

Best practice from OMD UK. This campaign was awarded Silver at the GCap Planning Awards 2008

Challenge

After a hugely successful launch in the nineties, sales of ckOne were in steady decline. OMD UK was charged with raising awareness of the ckOne brand and re-establishing it as unique, cool and individual. This was with a limited budget and within the heavily cluttered pre-Xmas period.

ckOne had captured an entire youth movement in the Nineties. OMD UK set about reconnecting the brand with today’s youth audience.

Innovative Media Strategy

The core youth target are creative individuals that define themselves through their individual tastes in music and fashion.

OMD UK developed a communications idea that allowed the audience to express their individualism and that involved them with the brand on many levels.

A strategic hook of ‘showcase my style’ gave the new youth audience the opportunity to express themselves through music.

OMD UK’s challenge asked ‘are you the ckOne?’

Using the very personal and ‘close to me’ media of radio, they created a unique competition platform allowing all wannabe music pioneers to mix and submit their individual take on modern music in a bid to be ‘the ckOne’ – the best DJ.

Creative Execution

Galaxy and Kiss networks were used, as they were the most relevant to the target audience. OMD UK created an integrated music experience, using all available touchpoints for their chosen radio stations - promotions, events, online, PR, spot airtime and bespoke programming - in a phased campaign:

The search

After a breakfast show launch, three weeks of trails and live reads across all stations ran to inspire musical pioneers to submit their entries. Mixes were sent direct to the station or uploaded to a bespoke website www.areyoutheckone.co.uk that carried information on the judging panel, a mixing game and information on the showcases.

As well as prizes including a VIP trip to New York (the home of ckOne), Technics decks and cash, OMD UK knew that something special had to be included to really excite the audience. So they gave them something that money can’t buy – fame. They arranged for the overall winner to feature in a bespoke networked one-hour show and to record and release a track in a session with top recording producers.

ckOne already sponsored the DMC World DJing Championships – seen as the ultimate competition of its type. OMD UK amplified this relationship to also offer the winner a performance slot at a DMC event.

Alongside the on air and online activity they also used the client’s and radio stations’ PR contacts to generate as much awareness as possible. Press releases went out to all relevant music, fragrance and beauty titles and websites. 60,000 ‘are you the ckOne?’ eflyers were sent to the DMC database and 20,000 mail-outs went to Outpost Music Agency’s database of DJs, promoters, music journalists and industry insiders.

Sampling the talent

Driving interest at retailers was a vital part of the brief and to do this OMD UK arranged a series of DJing showcases in high-footfall locations in large shopping centres around the country.

Listeners were able to book 10 minute performance slots, again via our website. DMC talent performed at the radio station hosted events, which were also used to provide sampling opportunities. The best performance of the day took home £1,000 and ckOne merchandise.


The winner is….

The climax of the promotion was a syndicated hour-long ckOne-funded programme featuring interviews with DMC, Kiss and Galaxy DJs and the judging panel, clips of the top ten entrants and culminating in the announcement of the winner. The programme was trailed with branded messages from the top placed entrants.

Spot airtime

Finally, to follow up on the awareness generated by the promotion, a week’s spot airtime campaign ran in the week running up to Xmas.
OMD UK tied this in to the promotion by using the same production values & references as the promotional trails, as well as mentioning that ckOne gift packs were available in stores.

Results

The experience drove high levels of engagement with the audience: 30,000 page impressions to www.areyoutheckone.co.uk .

OMD UK met their challenge, exceeding expectations. Significant shifts against our key brand metrics were recorded among ckOne listeners:

Spontaneous awareness rose 31%
‘A brand for individuals’ up 32%
'Cool' association up 10%
‘Unique’ up 40%

A huge amount of PR was also generated with a reach of 4,000,000. This featured in press, websites and blogs ranging from The London Paper, Guardian Unlimited and Marketing Week, through to Ministry of Sound, Facebook and Music News.

AJR
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