Helping History attract new TV audiences

History's successful 'frontier reality' series has proved a major audience winner, giving viewers good cause to see the channel in a new light. Ice Road Truckers, first shown in 2007 and later repeated on Channel Five, is just one example of this series.

Advertising challenge

Our launch campaign in 2007 took maximum advantage of Ice Road Truckers’ scale and drama with impactful 48 sheet roadside posters. Both the creative and the client teams wanted to use exactly the same format for the follow-up in 2008.

Unfortunately, the timing of series two made this a near impossibility due to very poor site availability. We just could not recommend the weight of advertising nor the quality of sites available within the outdoor budget.

Odd-shaped strategy

We considered alternative formats, whilst holding contingency options on available 48 sheets. We played the market's two key 96 sheet contractors against each other and produced an amazing national deal which eclipsed Sky's subscription 48 sheet campaign that ran during the same in-charge dates.

In the press we were under considerable pressure to secure unique creative formats without attracting the associated rate surcharges. We pitched our modest budget to Metro (London), London Lite and thelondonpaper in order to identify which media owner would offer the most innovative and cost-efficient use of space.

Result - thelondonpaper came back with a media first comprising two 20 x 3 spaces on a double page spread, joined by a 5 x 8 bridge, at 50% of the cost of integrated ads and with solus ad presence. The impact was superb and the creatives worked with the sizes to produce a powerful execution.

Record results

Combined with video and companion ads online, our campaign delivered ratings well beyond predicted expectations - beating History's all-time viewing record.

Creative