Thinkbox is the marketing trade body for the main UK commercial
broadcasters, charged with demonstrating the power of television
advertising. Our target audience is rather niche, consisting of the
creative and media industries as well as marketing directors. While
our communication is often refined to channels that directly talk to
these audiences, we have also practiced what we preach and used
TV. This is no easy feat given we’re essentially talking to only 1% of
viewers at home, but it felt important for Thinkbox to demonstrate
the power of television advertising rather than simply assert it in a
trade press ad or mailer. The challenge in demonstrating TV’s ability
to get brands noticed and talked about was delivered in spades
by our latest work ‘Harvey’ – a campaign that set the blogosphere
and Facebook alight (11,392 friends and counting), generated over
a million views on youtube, a double page editorial feature in a
national newspaper and winning ITV’s Ad of the Year in 2010 as a
result of an 8000 strong public vote.
Spontaneous awareness of Thinkbox doubled immediately after the
campaign and while it is impossible to directly attribute our activity
to the advertising sales achieved, they also saw a very healthy shift
upwards in enquiries of 300% and an up-lift in web traffic of 400%.