THE YOUNG MOMS by Mediacom Copenhagen for UDE & HJEMME

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THE YOUNG MOMS

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Industry Magazines
Media Promo & PR, Case study
Market Denmark
Agency Mediacom Copenhagen
Released August 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: ALLER
Product/Service: UDE & HJEMME MAGAZINE
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: MEDIACOM, Copenhagen, DENMARK
Account Manager: Marie Huynh-Olesen (MediaCom)
TV Planner: Hanne Elnegaard (MediaCom)
Media Executive: Grethe Iisager (MediaCom)
Product Manager: Anders Rom (Aller)
Marketing Manager: Allan Kleinert (Aller)
Account Manager: Saima Sikander (MediaCom)
Account Manager: Louise Hein (MediaCom)
Media placement: TV campaign spots - SBS, TV2, Viasat - 17/08/2009
Media placement: TV sponsorship - Channel 4 - 17/08/2009
Media placement: Magazine insertions - Glossies, weeklies - 17/08/2009
Media placement: Outdoor abribus - Copenhagen - 17/08/2009

Results and Effectiveness
The Ude & Hjemme/Kanal 4 partnership proved hugely successful! The numbers speak for themselves. In a market experiencing downturn, Ude & Hjemme was able to more than maintain circulation figures: readership was index 141 compared to year ago, against a total market index 90.

Creative Execution
We executed a heavy TV campaign sustaining the link to “The Young Moms” and raised extra awareness in the segment by airing a sponsorship and crawlers (extra teasers during airtime). As the weekly was on stands the day after the programme aired, we ensured Ude & Hjemme was top of mind the day before and the day of publication. Normally Ude & Hjemme always shows the weekly cover in TV advertising. Due to restrictions in the sponsor credits, we used a crawler in the programmes as a teaser. Thus, Ude & Hjemme conveyed the message of exclusive extra content from that week’s programme and brought the weekly to life. The unique partnership between Ude & Hjemme and “The Young Moms” gave the weekly a platform to address the younger target while showing that they had content appealing to a segment who would otherwise consider Ude & Hjemme passé. This strategy created added value for both parties by aligning the two editorial profiles and revitalised the Ude & Hjemme brand.

Insights, Strategy & the Idea
Weekly magazines were generally experiencing a decrease in circulation, and Ude & Hjemme needed to extend the core target group and increase purchase frequency to maintain sales. The challenge was to attract new, younger readers and increase frequency of exposure while maintaining media budget. Ude & Hjemme’s qualified awareness among young women is low as they are unaware of the editorial profile. We found that the target sought the same kind of content through other media like Kanal 4’s programme “The Young Moms”. The younger target is heavy viewers of TV and “The Young Moms” has a high affinity within the segment. Also, they are committed to their interests and therefore seek latest updates and exclusive content. By creating a partnership with a popular programme with a similar editorial profile, Ude & Hjemme was able to demonstrate content to the younger target rather than just claiming it.