Connected TV campaign to drive awareness of super Black Friday savings

96%

View through rate

117%

Increase in mobile CTR during the campaign

12,673

Clicks for Florida Tix

Through compelling visuals showcasing the breadth of entertainment on offer at the various parks combined with a compelling 55% discount offer, the ads created desire and urgency to buy

CHALLENGE

In the year 2010, the concept of Black Friday was introduced to the UK public through mega-retailer Amazon. In the years since, it has become as much a part of the fabric of UK sales cycle as traditional Boxing Day sales, giving retailers the opportunity to boost sales in the all-important run up to Christmas.

The UK’s number one Orlando attractions ticket provide Florida Tix wanted to create a fast run TV ad campaign to drive awareness ahead of Black Friday sales, targeting families who could make big savings on SeaWorlds Parks in Florida by buying in advance of arrival.

And we delivered, moving from creative ideation to editing the film, voiceover record, media buying and launching the campaign in just 3 weeks.

SOLUTION

To increase the life of the campaign we edited the video into 30, 15, and 6 second edits, recording additional pick up lines to future-proof the campaign and ensure it could be refreshed and used again.

Through Platform 195's extensive media network and our own insights and media intelligence we were able to identify the ideal target and build custom audiences to ensure the best return on investment for the campaign.

OUTCOMES

We identified the right blend of high-performing channels to drive the biggest impact during the 3-day Black Friday sales period. The ad ran across connected TV and video on demand channels combining prospecting and retargeting to drive both awareness and performance.

Through compelling visuals showcasing the breadth of entertainment on offer at the various parks combined with a compelling 55% discount offer, the ads created desire and urgency to buy, helping to drive really strong Black Friday sales for both Florida Tix and SeaWorld parks.

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