An ad agency in the Midlands has generated a substantial response from a nationwide TV campaign. Cannock based Ward Lovett Advertising & PR was responsible for the creative and for media planning on the highly successful half million pound direct response '1p Meal Deal' campaign. The client is the British Greyhound Racing Board (BGRB) who are promoting 32 greyhound tracks across the UK.
The special 1p meal deal response website received over 4,000 hits after the ads first transmission on Monday (22nd September) with around 80% of visitors downloading the 1p voucher.
The creative features a group of greyhounds chasing a penny around a track before ending up at the fast food counter using it to pay for a meal.
Inspiration for the creative came from the simplest of things - the team enjoying a night out at the dogs and commenting on what good value it was.
Nick Lovett, Director at Ward Lovett said, "We stuck to three key elements in the TV ad: Powerful creative, a clear message and a strong call to action, driving traffic to the website. Bringing the campaign together with press and radio advertising should achieve a significant addition to the tracks' databases as well as building awareness and creating footfall.
Ward Lovett is an Institute of Practitioners in Advertising (IPA) accredited agency employing 24 staff in advertising, creative and PR . The company currently has billings of around £10m.
Nick added, "The response generated from this campaign on day one exceeded our expectations, and as it runs until mid October, we're anticipating many thousands more hits and downloads in the coming weeks.
ENDS
High Resolution Images
Click to see fullsize version, then right-click Save As to save
We will be happy to email you the text of this press release along with
all associated high-resolution photography