Tiscali, the broadband, phone and media company has launched its first integrated experiential marketing campaign to demonstrate and educate the UK public about Tiscali TV.
Conceived by Resonate, and supported by BMT, Juno Productions and Baconinflate, the Tiscali TV Tour has seen a trained team of brand ambassadors visiting locations across the UK since May 8, 2008 to deliver the experience of Tiscali TV to consumers through outdoor interactive demonstrations and promotional activity.
Working on the insight that consumers respond best to the TV On Demand service when they actually see and trial it, Tiscali briefed public relations agency, Resonate, to develop a regional campaign which could be supported by media relations.
The Tiscali TV tour is based around highlighting the major features of the Tiscali TV product in a friendly and engaging setting.
To facilitate this, the tour operates around and within a bespoke structure - designed by Juno Productions and Baconinflate - to house the essential A/V equipment as well as serving as a highly visible brand marketing tool.
Tiscali has also designed a highly attractive promotion just for the TV roadshow that allows consumers who subscribe after visiting the roadshow to qualify for a free PVR digital recorder set top box as well as free set up – saving a total of £80.
Midway through the initial ten week programme, customers have been benefiting from the opportunity to navigate through the Tiscali EPG reviewing the broadcast and Video on Demand programming available, as well as being able to speak to the event staff about price points and key benefits.
A short promo showreel has been produced for display along with dedicated merchandise made available for anyone visiting the structure or passing by.
To ensure maximum exposure, BMT developed a logistical strategy which involved partnering the tour with highest footfall Tesco stores across the UK that are also located in areas of high availability for the Tiscali TV service.
This approach secured prime positions outside major store outlets during peak traffic periods over four days (Thursday to Sunday) at each Tesco site.
Measures for evaluation will be taking into account the number of people visiting each store and seeing the installation, through to customer feedback and engagement and those registering their interest in the service and later signing up as subscribers.
Media relations are simultaneously being used to drive awareness around the brand. On May 29, Resonate launched the first of several stories aimed at aligning Tiscali TV more closely with Briton’s feeling and habits around TV use – “Britons Suffering from TV trauma”.
The story also served to promote the power of TV on demand as a flexible leisure tool, with resulting coverage valued at just under £500,000.
Following widespread coverage of the story across national and regional radio, print and online media, the activity will be built upon with ongoing stories and a linked media competition to drive traffic back to the Tiscali TV site.
Director of Public Relations and Communications for Tiscali, Jody Haskayne, said, “People need to experience Tiscali TV to really get it. It’s important to demonstrate the product in a relevant way, so they can see how it would fit into their lives.”
“This campaign has featured agency integration across several channels, and from the latest results, this approach is definitely paying off.”
She added, “The importance of integrated communications should not be underestimated – by focusing on each agency’s particular talent, we have managed to create an all star show”.