Big Potato Games & ITV
Challenge & Objectives
Big Potato Games are an Indie Board Game company. They are on a mission to lighten up moments friends & family spend together with easy to learn, quick to play, hard to put down games.
Their key challenge was reaching core 'Casual Family Gamers' who play games as a family, predominantly with their kids during the Christmas period. They're busy people, juggling family and work life and see board games as a good way to spend time together and get a break from screen time.
The primary objective was to increase product awareness of the Herd Mentality + ‘Colourbrain’ games with the secondary objectives of driving broader sales and increasing brand awareness.
Idea & Implementation
Big Potato Games recognised that advertising on ITV during their key sales period before Christmas would give them access to a large number of people in their target audience.
Optimising their strategy Big Potato aired during entertaining primetime key moments where the family is all together, with 50% going to Peak shows.
Big Potato also took advantage of our regional testing to easily monitor sales and compare with regions which weren’t running.
This was our first venture into TV advertising, made possible through ITV's Backing Business scheme. We targeted specific regions to gauge TV's impact. ITV was ideal for reaching our main audience during the Christmas peak for board games. As a result, the TV campaign contributed to an additional £65,000 in revenue in the targeted regions. Additionally, there was a noticeable boost in product awareness for our game Herd Mentality. - Becky McKinlay, Head of Marketing
The Response
(in the exposed regions)
Targeting Strategy
Brand Target Broad Appeal - targeting Adults & Kids
ITV Trading Audience Brought Adults
Campaign Delivery ITV Central, Granada, Yorkshire & West
The Results
35% increase sales YOY
£65k increase in sales revenue
31% increase product awareness of Herd Mentality
4.3k units increase of sales on Amazon
