ANT1 Greece "15 Years Celebration"

The Brand / Event:

• ANT1 Greece
• Upstream
  

Objectives:

• Publicize and create a buzz around its 15 year anniversary .
• Boost revenues in January - a month with limited advertising budgets.
• Create a database of viewers
  

Scenario:

• The promotion centred around the concept of offering its viewers a celebrity lifestyle with the most glamorous prizes.
• The headline prizes were Mercedes C180 cars and Rolex watches. All other smaller prizes were tailored to individual user profiles (e.g. a football fan could win a years subscription to a football TV channel whereas a film enthusiast could win a home cinema and a fashion fanatic free shopping from leading boutiques).
• In order to participate, viewers were asked to text a blank message to a shortcode and begin gathering points for the draws.
• Early on in the game they were asked to register their details and hobbies and following registration both the prizes as well as the message they received became fully personalized.
• This was a self financed promotion with Upstream covering all campaign costs (development, operations, prize budget) and assuming all financial risk.
  

Results:

• 20% of all ANT1 viewers participated in the campaign.
• An ARPU of €14.5.
• A return on investment of over 1000%.
• Following the success of this campaign Upstream has executed 2 more campaigns for ANT1 with equivalent results.