Tauranga Crossing were about to open their new enclosed shopping environment and wanted to create some noise to help attract locals and visitors to the centre.
Our brief was to increase brand awareness and maximise the media budget to support the launch.
Key objectives
To increase awareness of the new shopping facilities with their primary target audience, increase website visits, grow Facebook likes and create an email database of 3,000.
Approach
Our media recommendation included a mix of digital, outdoor, print and radio.
The results
Our media buy consistently savedTauranga Crossing nearly 85% on the media spend, while delivering 160% more digital impressions with clicks up to 31K at a lower Cost Per Click.
Digital
In this two month launch campaign we delivered 1.2m impressions across display, social platforms, with a CPM of $11.00. For comparison a good radio campaign might deliver a CPM of $60, and TV well over $100.
Radio
Radio was extremely powerful in reaching potential visitors to Tauranga Crossing. Our radio campaign reached75% of the total population.
Press
Local print was used to promote the initial opening followed by some promotional activities and communication of shopping hours.
Outdoor
Bus backs and large format billboards delivered over 12,000 visuals each day. The outdoor campaign helped the brand became highly visible alongside the noise that radio was giving.Together with the print support from the local titles it was hard to miss the excitement.
