S3 Help S4C See the Difference a Great Agency Makes
Since 1982, Welsh-language TV channel, S4C, has been at the forefront of promoting not only the Welsh language, but Wales as a whole. And, as a proud, Welsh advertising agency, we were thrilled when they asked us to take the lead on media planning and buying to promote their award-winning programming to audiences across Wales and beyond.
Combining outdoor and digital advertising, our first two campaigns for S4C saw the promotion of Wales’ World Cup Qualifiers and The British and Irish Lions Tour. With the Welsh national football team on a roll, we looked to build on this momentum with a campaign comprising TrueView, AdWords, remarketing, digital outdoor and takeover pages (Wales Online and Daily Post).
Just like the team itself, our results spoke for themselves; S3 contributing towards attracting a higher-than-predicted audience share, with TrueView generating over 76,500 views and over 700 hours’ of watch time. The text ads were seen over 27,000 times and generated 2,100 clicks.
Employing the same strategy for The British Lions Tour, we were able to contribute towards higher viewing figures than anticipated for all matches in the series, increasing as it progressed. Generating nearly 3m impressions and 122,541 trailer views, our impressive online numbers were bolstered by 43,207 adverts shown across digital pub screens, targeting a 73% male audience in the process.
And, as S4C continued to increase its broadcasting output with quality content and programmes such as Un Bore Mercher, Craith and Ffit Cymru, so too did their advertising output.
Despite each programme appealing to different audiences, we strived to provide bespoke advertising solutions for them all.
Ffit Cymru – a TV series which aims to make Wales healthier – for example, needed an advertising campaign to raise awareness and drive viewership with a large demographic of adults aged 16+ across Wales.
Knowing out of home formats would work well in South Wales, a lack of these formats in North, West and Mid Wales, however, meant that we needed to think of an alternative solution to answer the client’s brief. And that answer came in the form of a digital campaign comprising the Google Display Network and Search, homepage takeovers and native adverts on Wales Online and the Daily Post.
All of which, when combined, enabled us to reach the widest possible audience, cost-effectively raising awareness in the process.
And it’s this ongoing ability to provide reactive, integrated solutions that truly justifies S4C’s decision to choose S3 Advertising.