Initially already engaged, ABC1 audiences were targeted and defined as:
- Social sharers - who are aspiring young couples who regularly host dinner parties and have friends or family over for coffee.
- Busy achievers - families with young children who are likely to have friends and family round and take part in a significant amount of entertaining.
Over time, the look-a-like modeling indicated that as well as the above ABC1 audiences, new audience pockets existed amongst the C2 and a few within the D, E and student categories who aspire to the brand.
Synchronised TV and display
Video on demand was introduced in collaboration with ZenithOptimedia in the form of display in a skippable media format, in stream and in page.
Firstly, it was used to run video display ads at times when TV advertising was not running. The placement of the same advert that was televised online provided constant, consistent brand presence on and offline.
Secondly, in order to catch the attention of dual-screeners, static display ads were shown at the same time as the television adverts were playing.