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Meerkat Music

Client

Compare The Market

Market

UK

Positive Provocation

We created a perfect media partnership by capitalising on an opportunity fit for the moment. Born out of adversity, we delivered at speed a first of its kind campaign leading to outstanding performance.

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Our
approach
01.
Challenge

As the UK was plunged into lockdown, Compare the market (CTM) faced the absence of two of its biggest consumer incentives,; Meerkat Movies and Meerkat Meals.

We needed to fill the rewards-shaped gap in our plan to protect market share.

Meerkat Music was born out of the desire to give the British public something to smile about.

It tapped into the zeitgeist and lifted the mood of the nation and brought Take That back together for an epic mass participation experience.

02.
Insight+Strategy

We needed a partner who could lend us their music credentials and deliver our campaign objectives, driving brand engagements and growing brand power.

We had observed a clear trend in radio where people weren’t just tuning in for the latest news. A heavy dose of pop nostalgia was proving popular and Global was perfectly positioned help launch Meerkat Music.

Heart 90s was already the most –listened-to commercial network at the start of lockdown, with 25% growth in listeners. Adding a strong crossover between Heart 90s listeners and Take That fans made them the perfect brand fit.

03.
Activation

Our media partnership integrated Meerkat Music into the biggest commercial radio show in the UK – Heart Breakfast with Amanda Holden and Jamie Theakston – and involved CTM taking over an entire digital radio station – Heart 90s.

Starting with on-air trails encouraging listeners to tune in for a big announcement, we were able to quickly convey that this was no ordinary promotion.

With some of the most recognisable characters and voices in UK advertising (the Meerkats) in a first for Global Radio we used them for integrated “as live” reads.

Multiple touchpoints were used throughout the campaign to build excitement, including presenter reads, editorial content, social posts and a dedicated digital content hub. Everything pointed fans to the Meerkat Music YouTube page, where they could watch the gig on Friday 29 May.

A Meerkat Music quiz also gave one winner a home entertainment system in time to maximise their enjoyment of the Take That gig.

Results

Our Global partnership was a vital part of Meerkat Music’s success. We delivered scale and frequency (15% of the UK population at 7.2 OH), and outstanding audience engagement (6% engagement rate verses 1%-2% target).

The content proved highly engaging, with average dwell times of five minutes on native articles and over three minutes on the digital hub.

In addition, we delivered 3.1% lower cost per point for driving brand power metrics versus other brand channels.

5 minutes
average dwell time
3.1%
lower cost per point
6%
engagement rate

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