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OBJECTIVES

Content: 
  • Extend client campaign creative “Make Any Trip a Roaadtriiiip!”
  • Create social media content, growth and awareness
  • Drive sales of Mrs Mac’s pies
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SOLUTION

Content: 

Nova’s Kate, Tim and Marty took the drivers seat in a massive national sampling campaign, that built and shared social content for Mrs Mac’s.
Taking the Drive show on the road for the first time in history – Kate, Tim and Marty brought Mrs Mac’s “Roaadtriiiip” creative strategy to life on the air in a truly Australian way. By creating invaluable content and collateral for Mrs Mac’s – Nova tantalised the tastebud of listeners and delivered awesome results!

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Content
Content: 

Nova’s National Drive team tapped into the tradition of the Aussie roadtrip, stopping to refuel in five capital cities with Mrs Mac’s pies & rolls at the heart of the experience. Listeners could follow the journey with the chance to win a roadtrip experience for themselves – or achieve hero status with Kate, Tim & Marty in a pie eating competition!
Nova Casanovas also hit the road, sampling hundreds of Mrs Mac’s pies to hungry fans, driving content for digital and social platforms.

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Nova Title: 
On Air
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A National Drive promotion spearheaded by Nova’s Kate, Tim & Marty connected the audience with Mrs Mac’s, supported with a commercial campaign to encourage listeners to win a roadtrip experience of their own.

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Digital
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Nova created an interactive content hub for Mrs Mac’s to document the fun that Kate, Tim & Marty had on the road; including native content photos and videos. Listeners could get the latest social roadtrip updates from #pietrip, check the interactive map.

"Nova really took on the challenge and helped bring this campaign to life. Rather than just the inclusion of radio in the advertising mix, the Nova team recommended and managed an extensive 5 week national sampling campaign in 5 cap cities, generated invaluable social media content and sent their Drive team on a Roaadtriiiip with Mrs Mac’s. We feel that our partnership with Nova and the way they took ownership of this campaign, really took the concept to a new level. The enthusiasm and professionalism of the Nova team was incredible and we really felt like they were an extension of our own marketing team. We look forward to working with the Nova team again in the future."
Melissa Vella
Marketing Manager