The David Attenborough Essential Collection CAMPAIGN DETAILS
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2 what WE KNOW Documentaries are relevant: In the past 3 months, 70% of parents with kids under 10 watched documentaries. 92% of parents agree it is important for kids to know about nature and animals. Sir David has been voted Britain s most credible celebrity. *Statistics obtained from News Corp Aus survey July 2014 and Bureau of Statistics 2014.
3 Welcome to the wild WELCOME TO
4 Let their imaginations run wild News Corp Australia and BBC Earth are offering a unique opportunity for readers imaginations to run wild with a 14-part collectable series. This superb collection of DVD s has been handpicked by the world s favourite naturalist, Sir David.
5 The collection WELCOME TO LIFE IN THE undergrowth LIFE IN cold blood the first eden frozen planet LIFE IN THE freezer the life of birds the living planet attenborough in paradise planet earth smart sharks the blue planet trials of life the private life of plants the life of mammals
6 Campaign Details The campaign drives sales and encourages consistency of purchase. Pre-Promote: 3rd-9th August 2014 Promotion: NSW, QLD, NT and SA: Sunday 10th-Saturday 23rd of August VIC and TAS: Saturday 9th Friday 22nd of August. DAY 1: FREE DVD and COLLECTABLE CASE with purchase. DAYS 2-14: Each DVD is $2.50 with purchase. Newsagent-exclusive with 14 Episodes to collect.
7 Activation Plan Activation has heavy support from editorial and media. Media = $2,000,000* POS = $150,000 WELCOME TO DVDs OVER 14 DAYS FOR $2.50* EACH DVDS TO COLLECT David From Sunday, August 10 Saturday, August 23 From 11/08/14 to 23/8/14, DVDs 2-14 are available for $2.50 when you buy The Daily or Sunday Telegraph. Total collection $ Available at participating retailers while stocks last. One DVD per original token. Excludes Queensland. 5 $.00 REL001 A2 poster_promote_05.indd 1 5. $ 00 From 11/08/14 to 23/8/14, DVDs 2-14 are available for $2.50 when you buy The Daily or Sunday Telegraph. Total collection $ Available at participating retailers while stocks last. One DVD per original token. Excludes Queensland. 17/07/2014 1:49 pm REL001 wobbler05.indd 1 2 * $.50 each 17/07/ :12 am 14 DVDs OVER 14 DAYS FOR $2.50* EACH From Sunday, August 10 Saturday, August 23 POS merchandise will compliment the product with Integrated promotion 5 with TV and digital helping deliver more buyers to newsagents. From 11/08/14 to 23/8/14, DVDs 2-14 are available for $2.50 when you buy The Daily or Sunday Telegraph. Total collection $ Available at participating retailers while stocks last. One DVD per original token. Excludes Queensland. $.00 REL001 A2 poster_promote_05.indd 1 17/07/2014 1:49 pm David 14 DVDs OVER 14 DAYS FOR $.50* 2 EACH * Each 5 $.00 From 11/08/14 to 23/8/14, DVDs 2-14 are available for $2.50 when you buy The Daily or Sunday Telegraph. Total collection $ Available at participating retailers while stocks last. One DVD per original token. Excludes Queensland. COUNTER MAT WOBBLER REL001 counter mat_3.indd 1 DVD and Collector s Case FREE* 1st $ Paper + 1st Case STRUT CARD 17/07/2014 1:58 pm 14 DVDs OVER 14 DAYS FOR $2.50* EACH STARTS SUNDAY AUGUST 10 From Sunday, August 10 Saturday, August 23 *DVD 1 and Collector s Case are FREE when you buy The Sunday Telegraph (RRP $2.50) on 10/8/14. DVDs 2 14 are available for $2.50 each when you buy The Daily Telegraph or The Sunday Telegraph. Total collection $ Available at participating newsagents while stocks last. One DVD per original token. Excludes QLD. REL001 A2 poster_pre-promote_04.indd 1 From 11/08/14 to 23/8/14, DVDs 2-14 are available for $2.50 when you buy The Daily or Sunday Telegraph. Total collection $ Available at participating retailers while stocks last. One DVD per original token. Excludes Queensland. 8/07/2014 6:30 pm APPROVALS Account Manager Account Director Copywriter Art Director/Designer Masters/Tech/Craft SIGNATURE 5 $.00 REL001 A2 poster_promote_05.indd 1 17/07/2014 1:49 pm DATE POSTER POSTER HEADER CARD Creative Director Partner Client Press ad examples LET THEIR IMAGINATION D L I W N RU WITH THE DAVID ATTENBOROUGH ESSENTIAL COLLECTION LET THEIR IMAGINATION D L I W N RU WITH THE DAVID ATTENBOROUGH ESSENTIAL COLLECTION Buy The Sunday Telegraph for your FREE* DVD A superb collection hand-picked by the world s favourite naturalist. You can build your collection each day for 14 days with a different DVD for just $2.50 with your purchase of The Daily Telegraph or The Sunday Telegraph. 2 * $.5ea0 ch PLANET EARTH Only with The Daily Telegraph & The Sunday Telegraph $2.50 *DVD 1 and collector s case are free when you buy The Sunday Telegraph (RRP $2.50) on 10/8/14.DVDs 2 14 are available for $2.50 each when you buy The Daily Telegraph or The Sunday Telegraph. Total collection $ Available at participating newsagents while stocks last. One DVD per original token. NSW only creative shown. WITH THE DAVID ATTENBOROUGH ESSENTIAL COLLECTION TOMORROW ONLY $ * $.5ea0 ch LIFE IN THE UNDERGROWTH Only with The Daily Telegraph & The Sunday Telegraph Collect all 14 Collect all 14 * case + D L I W N RU TOMORROW ONLY and Collector s Case Collect a new one every day for 14 days LET THEIR IMAGINATION *DVDs 2 14 are available for $2.50 each when you buy The Daily Telegraph or The Sunday Telegraph. Total collection $ Available at participating newsagents while stocks last. One DVD per original token. $5.00 *DVDs 2 14 are available for $2.50 each when you buy The Daily Telegraph or The Sunday Telegraph. Total collection $ Available at participating newsagents while stocks last. One DVD per original token. *rate card
8 nuts and bolts This campaign delivers: 15% retailer commission per sale. Incremental sales against light/medium shoppers. Increased average transaction value. Has high perceived value. NSW / QLD / SA / NT 1 The Ends of the Earth (Sun 10 Aug) 2 Jungles (Mon 11 Aug) 3 Taking to the Air (Tues 12 Aug) 4 The Northern Forest (Wed 13 Aug) 5 Growing Up (Thurs 14 Aug) 6 The Mastery of Flight (Fri 15 Aug) 7 Ice Retreats (Sat 16 Aug) 8 Travelling (Sun 17 Aug) 9 Bowerbirds: The Art of Seduction (Mon 18 Aug) 10 Swimming with RoboShark (Tues 19 Aug) 11 The Making of the Garden (Wed 20 Aug) 12 Land Invaders (Thurs 21 Aug) 13 Meat Eaters (Fri 22 Aug) 14 Frozen Seas (Sat 23 Aug) VIC / TAS 1 The Ends of the Earth (Sat 9 Aug) 2 Frozen Seas (Sun 10 Aug) 3 Jungles (Mon 11 Aug) 4 Taking to the Air (Tues 12 Aug) 5 The Northern Forest (Wed 13 Aug) 6 Growing Up (Thurs 14 Aug) 7 The Mastery of Flight (Fri 15 Aug) 8 Ice Retreats (Sat 16 Aug) 9 Travelling (Sun 17 Aug) 10 Bowerbirds: The Art of Seduction (Mon 18 Aug) 11 Swimming with RoboShark (Tues 19 Aug) 12 The Making of the Garden (Wed 20 Aug) 13 Land Invaders (Thurs 21 Aug) 14 Meat Eaters (Fri 22 Aug)
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