The Drum Recommends Commended - Driving pre-launch awareness for The Postal Museum
This week The Drum Recommends: Commended is highlighting Oakwood driving pre-launch awareness for The Postal Museum.
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies each week to guide and inspire you in your journey to select a new agency relationship.
Earlier this year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
This case study and other interesting content can be found on Oakwood's profile on The Drum Recommends.
THINKING BIG
The Postal Museum in Central London asked us to help plan and create their positioning, marketing and brand activation for launch in mid-2017. The campaign needed to drive awareness pre-launch, generate advance ticket sales and continue to develop the brand through the opening of the museum and beyond. With an offering that includes Mail Rail (a ride on a previously abandoned underground railway), Sorted! (a children’s interactive play area), and more traditional museum exhibits, our marketing solution needed to appeal to a wide audience whilst developing a strong, coherent brand.
ACTING BOLD
Our integrated campaign lead with the intrigue of Mail Rail, and we supported this by showcasing unique stories inspired by
The Postal Museum collection. Out of Home advertising generated maximum noise, with the London Underground providing the perfect environment for our creative. We extended the campaign into animated online and mobile banners across key sites identified for our audiences. Engaging with The Londonist, we tapped into the crucial listings market, publishing articles pre/during/post-launch to keep interest levels high. We also utilised guerrilla tactics, with ‘clean’ graffiti, costumed actors and abstract tearaway posters to disrupt familiar environments, create stand-out and raise profile. Social took an ‘always-on’ approach, with posts delivering intriguing animated content to different audiences based on profile. The social campaign launched three months ahead of museum launch to drive awareness.
DRIVING IMPACT
Four months in from launch and ticket sales are at 148% of target, with additional sales already booked across the next three months. This success was achieved with only 60% of our agreed costs.
To find out more about Oakwood check out their profile on The Drum Recommends.
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