iD Mobile & our mates at Kiss Breakfast – bringing listeners all the lols
The challenge
Drive awareness and consideration of iD Mobile amongst 1834s. Align comms with relevant events in the iD Mobile calendar, and leverage the partnership through Paid and Owned channels.
The solution
iD Mobile partnered with Kiss Breakfast, one of the largest commerical radio breakfast shows for 1834s. The always on sponsorship allows them to drive home key messaging at a high frequency within a loved and trusted medium, upweighting activity at key times of the year. In order to drive deeper engagement, iD extended the partnership to become the official sponsor of Kiss Ibiza. Activations included on air competitions, trails, credits & live reads, OTG branding at the O’Beach Kiss pool party, association with the pop up Ibiza channel on the Kiss Kube app and a strong social presence.
Results
Mid wave research results were strong and fulfilled objectives with a 12% increase in awareness and a 7% increase in consideration of iD Mobile amongst 1834 Kiss listeners.
