CAMPAIGNS: BROADCAST SPONSORSHIP; Cadbury support is streets ahead

Client: Cadbury PR Team: In-house and Charles Barker plc Campaign: Cadbury and Coronation Street - the Nation’s Favourites Timescale: September 1996 -1997 Budget: pounds 100,000-plus

Client: Cadbury

PR Team: In-house and Charles Barker plc

Campaign: Cadbury and Coronation Street - the Nation’s Favourites

Timescale: September 1996 -1997

Budget: pounds 100,000-plus



Cadbury Limited, the largest confectionery company within the Cadbury

Schweppes line, has been working for over a year with Granada Television

and eight specialist agencies. Its aim has been to develop a fully

integrated campaign strategy to support its pounds 10 million broadcast

sponsorship of Coronation Street, the biggest broadcast sponsorship in

UK history.



Objective



To raise the profile of the Cadbury brand via the sponsorship launch and

to maintain interest and awareness in the sponsorship through the 12-

month post-launch period.



Tactics



The sponsorship aims to highlight the link between Cadbury and

Coronation Street as two of the nation’s favourites. Cadbury conducted

extensive research to identify the best fit between programme and brand.

It wanted maximum, cost-effective exposure without intrusion into the

show.



An animated credit sequence was chosen, based around a ‘chocolate’

Coronation Street, created by Aardman Animations. The credits appear

before and after the show and on break bumpers.



Steve Gebbett, managing director of Charles Barker, insists the

sponsorship is ‘not just a piece of purchased air time but a fully

integrated campaign.’



The players in the campaign are Cadbury’s media buying agency TMD Carat;

its in-house PR-team; Granada TV’s press office and media sales arm

Laser; Sponsorvision, who commissioned the credits and Barsby Rowe Media

Consultancy, who advise on cost-effectiveness and viewership.



Further promotional activities, which began on 23 September and will run

for 12 weeks, are being managed by Charles Barker. These include an

interactive sales promotion in which purple objects appear at the end of

the show. If the object matches the one on the viewer’s chocolate

wrapper, prizes ranging from pounds 25,000 to a Rover’s Return tankard

can be claimed.



There are plans for local radio publicity; national and regional

newspaper competitions and a Teletext campaign. Charles Barker will also

work with the Street press office on cast appearances.



Results



The sponsorship launch attracted 40 members of the national press and

stories ran in most national and regional newspapers. All of the

tabloids ran full-colour stories with the Daily Star devoting an entire

page and its Caldwell cartoon to the event and the Sun and Daily Mirror

reporting on page three. The Times had a lengthy report and the Sunday

Telegraph did a follow-up from a business angle. TV coverage included

ITN News, Sky News, Working Lunch and BBC Business Breakfast.



Verdict



Team work seems to be the key to this, so far, successful campaign.

Individual players have pooled their expertise, maximising the benefits

of integration. The sponsorship has been well targeted, reaching a

potential audience of 18 million and provides the basis for further

promotions.



Cadbury has demonstrated the ‘natural fit’ between brand and programme

without infringing on editorial content.



A Granada spokesperson said: ‘We are delighted with the end product and

feel the campaign has been a resounding success.’



The interactive promotion is likely to be a hit since it is more

engaging than standard instant-wins. The only danger is a wear-out

factor as the Cadbury credits appear four times in one episode. Charles

Barker say boredom will be alleviated by the changing credit sequence

but this remains to be seen.



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