Easter is a challenging time of year for the FMCG sector, so Sainsburys asked Drum to help them cut through the clutter by creating a point of difference that would resonate with families and give them the edge over their competitors. Culturally the family set up has changed in many ways over the years, parents working longer hours and mothers having the ability to continue their careers post children. It means that family time is even more essential, but parents are often stressed or tired and they lack the creativity to think up activities to create memorable family moments. Drum wanted to inspire parents to play more over the Easter holidays, so by partnering up with Global Radio, specifically Heart FM, they designed an online hub housing a plethora of fun ideas, from crafts to cooking to games, with family interaction and play at the heart of each.
Gaining huge reach over the Global network Drum encouraged families to watch 10 videos presented by X Factor talent Stephen Mulhern, this multi layered campaign also including 1 week of mid morning promotion with Toby Anstis, 4 days of a Facebook live Easter Egg hunt, 3 events across the country, one competition, plus always on digital. It was one of the most successful campaigns of the year on Heart FM, with online competition entries exceeded expectations by 13% and social video views over-delivered by 56%. A truly mammoth campaign and a major team effort by all at Drum.