At Popcorn we pride ourselves on our agile ‘always on’ fix, flex, fly approach; using fixed events we can amplify with certainty, flexible events we can prepare in advance for and activate when the moment is right, and fly opportunities we can be ready to pounce and react to in real-time.
With an always-listening ear, the team identified a fly opportunity for client Old Speckled Hen last week, after hearing Absolute Radio Hometime DJs, Bush and Richie, discussing their ‘Designated Pushchair Driver’ campaign.
Designed to celebrate the unsung parenting heroes on designated ‘pushchair driver duty’ when out at the pub, the DJs put out a call requesting support for the cause, and what better reward for those taking a break from the booze due to parenting duties, than a refreshing Low Alcohol Old Speckled Hen?
The coverage plan took flight, with the Popcorn team hand-delivering an Old Speckled Hen branded crate, filled with the new Low Alcohol variant and complete with two branded glasses for Bush and Richie to enjoy.
Following up the delivery with an email backing the campaign, the Old Speckled Hen support did not go unnoticed, with the special delivery earning on-air live feature including multiple brand and product mentions, during which Bush and Richie shared their thoughts on the new Low Alcohol variant with their base of 2.5million loyal listeners.