Pan TV // STVDIO Website
BUSINESS CASE:
Alcohol-related violence is a key concern for our community and an opportunity exists for all of us to help tackle the problem. That’s what Championship Moves is all about.
THE BRIEF:
To leverage our extensive understanding of the digital landscape to support and enhance the campaign in such a way that uses as many avenues as possible to reach 18 to 25 year old males.
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SUCCESS IN THE TARGET MARKET
"The Championship Moves" campaign has been successful in getting the target market of 18-25 year old Australian men talking about alcohol related street violence and embracing behavioral change. We feel that it is our role to provide new and compelling ways to deliver the key messages in a digital environment whilst working within the greater scope of offline campaigns and social media.
SOCIAL MEDIA PLATFORM
We have recommended taking what is great about the campaign and enhancing it using several digital tools including social media. We have used the latest social media tools to ensure greater integration between the website and Facebook in particular. With 1,364 likes and increasing, the Facebook platform has been a perfect fit for the 18 – 25 age group that the campaign targets.
RETURN ON INVESTMENT
The Championship Moves website was re-launched recently on 22nd of September 2011, since launching the site has attracted a 400% increase in traffic. This has been a very successful launch period with no paid online advertising directing to the site.