Case Study
Menulog drives brand recall with Survivor All Stars digital sponsorship
In 2020, the greatest Survivors the Australian game has ever seen returned; hungrier, stronger and shrewder than ever before.
They came with a vengeance to Outwit, Outplay and Outlast their opponents for one last chance at the sole Survivor title. But while the contestants were fighting it out and rationing rice in the jungle, fans of the show were set for a feast with food delivery service Menulog partnering with the program for a digital onslaught that generated the highest recall of any brand associated with the program in three seasons.
The challenge
Food delivery is becoming an increasingly cluttered market in Australia and Menulog needed to cement its brand name in the minds of hungry Australians.
The execution
Menulog partnered with 10 for an integrated, multiplatform sponsorship.
The centrepiece was sponsorship of The Jury Villa, a companion series for Survivor. The Jury Villa shows what happens after the contestants leave the jungle and is one of 10Play’s longest running, most popular content series.
With 100% share of voice on The Jury Villa pages, as well as pre-roll on each stream, social posts, eDMs and editorial drivers across 10Play, Menulog was exposed to 479,764 video views and 147,375 unique visitors. A schedule of 15 and 30 second ads running during Survivor on 10Play ensured Menulog remained top of mind during the campaign with more than 1.3 million impressions delivered.
The results
Recall of Menulog’s sponsorship was the highest of any brand tested over the previous three seasons of the show with Broadcaster Video on Demand (BVOD) amplifying recall. Post campaign analysis showed BVOD viewers had the highest recall of the brand by far.
The Menulog sponsorship drove brand engagement with post campaign analysis finding 56% of total viewers and 61% of committed viewers had engaged with the brand.
Menulog’s messaging came thorough clearly with 52% of total viewers agreeing that, “Menulog has the greatest choice of takeaway restaurants”increasing to 54% among committed viewers. Viewers were also more likely to consider using Menulog over its competitors.
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