Breville

THE BRIEF

Develop a targeted broadcast media strategy to drive sales of the premium Oracle coffee machine.

Budget under £300k

THE IDEA

The launch campaign needed to go on air mid-November to hit the pre-Christmas sales period and targeting well-heeled Food Thinkers.

To reach this audience, we deployed Sky’s new AdSmart system alongside focused food content to leverage audience passion and Heston Blumenthal’s 6 Michelin star credentials.

Sky Adsmart enabled us to target by MOSAIC, focusing on the core audience who live in the most affluent homes in the UK, reaching the core Food Thinkers and an audience for whom the price tag is not an issue.

THE RESULT

The campaign ran over a 3 week period, during which time sales of the Oracle doubled.