Last week, AKA attended the MPA Inspirational Awards 2019. We were delighted to announce that AKA’s hard work with Chester Zoo and Communicorp UK for Madagascar was shortlisted for Best Collaboration. To showcase Madagascar in a compelling and engaging way, AKA and Communicorp UK (CCUK) planned a multi-platform campaign reaching 384,00 adults with children aged 0-14 and 191,000 adults with 2 or more children aged 0-14 across the North West on Smooth Radio and XS Manchester.
The branded content package across Smooth North West and XS Manchester offered a mixture of video, presenter engagement, promotional trails, live reads and digital. The campaign aimed to engage with the public and keep Chester Zoo top of mind when thinking of what to do with the family over the Easter holidays.
The promotional video worked as the hook of the campaign, bringing the Madagascar walk-through to life and showcase the amazing things to see and do. By featuring Smooth’s drivetime presenter Carlos and XS’ breakfast presenter Sophie doing some exploring of their own, the team anticipated this to be an entertaining piece of footage with well-known talent across both radio stations. To bring a fun, creative element the presenters talked listeners through their Madagascar journey, offering facts on the animals and the habitat. To add extra engagement to the campaign, Chester Zoo offered listeners the chance of winning an annual family membership pass and an overnight stay.
The live reads and promotional trails running over a two week period told the ‘tail of Madagascar’ and prompted users to go online to watch the video and enter the competition. Additional social media presence offered another platform to promote the unique video content, driving awareness of the brand-new Madagascar experience at Chester Zoo.