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Jewson x Quest Y2 Jewson x Quest Y2 Jewson x Quest Y2

Disciplines

  • Promotional
  • Amplification
  • Co-Creative

Brief

Building upon a successful Y1 partnership with Jewson in 2016, the aim of the Y2 partnership was to:

– Continue building upon Quest’s association within the relevant sector of DIY

– Drive awareness and tune-in to another key series launch, Combat Dealers, amongst the engaged audience.

Solution

With the retail promotion confirmed as a proven model for success, we used our Y1 learnings to amplify the most successful campaign elements, while negotiating additional exposure to maximise Quest’s presence in the retail environment and in turn drive greater awareness of Combat Dealers among Jewson’s shoppers.

A national retail promotion ran across 575 Jewson stores, promoting a £10,000 cash giveaway to their customers via multiple in-store touchpoints. This prize was developed with the show’s key themes of trading, auction and treasure discovery in mind, as well as its easy redemption mechanic and higher perceived value. To tie in further with Combat Dealers, there were x6 tank driving experiences for runners-up prizes.

To further drive awareness, the partnership was promoted across TalkSport, Absolute, Radio X, talkRADIO, Virgin Radio in addition to SMS, digital, social and direct mail activity.

Results

– Quest reached a highly targeted male-skewed audience of over 5.5M (+83% YoY)

– The competition received over 11,000 competition entries (+22% YoY)

– The partnership generated over £151,000 worth of media value for Quest (+30% YoY) and delivered an ROI of 4:1