Popstar to Operastar with Anglian Home Improvements

1. Popstar to Operastar with Anglian Home Improvements

2. Anglian Home Improvements and Popstar to Operastar Background: • Anglian Home Improvements started trading in 1966 based in Norwich, where they remain today • They offer a national service for home improvement products, including double glazing, windows, conservatories and garage conversions • Anglian Home Improvements chose to sponsor the debut series of Popstar to Operastar in 2010 Objectives: • To align with a peak entertainment programme in order to achieve large, national audience numbers • Build awareness for Anglian Home Improvements in the crucial ‘New Year’ period • Drive people to interact with Anglian’s Opera blog and competition • Increase Anglian’s SOV within the market

3. Anglian Home Improvements and Popstar to Operastar Reasons for sponsorship: • Exciting and new way of advertising for Anglian Home Improvements • Good media value • Ticket allocation was available for staff / competition incentives • Scope for amplification and extension onto Anglian Home Improvement’s website • The show offered access to the peak ITV1 Friday night schedule, ensuring Anglian Home Improvements would have a strong presence amid their target audience allowing them to showcase their range efficiently Programme Details: • Popstar to Opera Star was ITV1’s big ticket entertainment show in January 2010. The new format showcased familiar pop faces whilst they rose to the challenge of becoming opera singers • Featuring home grown talent such as Darius and Kim Marsh, the show was set in an opulent studio and resulted in Darius being crowned the King of Opera! • The high calibre of presenters and mentors ensured that the show had a real sense of occasion

4. Anglian Home Improvements and Popstar to Operastar Creative Concept: • Anglian Home Improvements are always innovative with their creative, and for this sponsorship they held region wide auditions to find suitable amateur opera singers to feature in their idents • The idents comprised of the singers performing a well known opera song, to varying degrees of success, with the voiceover linking their recital with the brand by saying lines such as ‘there’s always room for improvement’ • On screen there was a prompt to their ‘Popera’ website where viewers could upload their own attempts at singing opera which encouraged interaction! Broadcast: • The show transmitted January - February 2010 on ITV1 • There were 3 x 90 minute and 3 x 60 minute episodes at 2100 Friday ITV1 and repeated on ITV1 the following Saturday morning • ITV1 main shows averaged audiences of 8.0 Adult TVRs and built up to over 21m 1+ coverage for Individuals across the 6 episodes including repeats • The semi final and the finale of the show both won viewing in their slots, which was impressive given the competitive Friday night schedule • Entertainment on a Friday night was new territory for ITV but the success of the show has proven it is a winning formula!

5. Anglian Home Improvements and Popstar to Operastar Online sponsorship: • The online sponsorship of itv.com/pop achieved almost a million page views and 334,254 unique users • The show also acquired 3,874 Facebook fans and 3,756 Twitter followers • Anglian Home Improvements were delivered 1,138,081 impressions of their sponsorship bumpers, and 3,214 clicks which equates to a CTR of 0.28 • The sponsor button achieved a 0.08 CTR which is double the site average of 0.04 • Total clicks to http://popera.anglianhome.co.uk/ - 4,227 • Anglian were also the solus advertiser on one ITV newsletter Licensing Activation & Marketing • Anglian Home Improvements used the Popstar to Operastar logo on their creative and on their website • They also used an allocation of tickets to the live shows to entertain clients and as staff incentives • A marketing campaign for the show was transmitted prior to and during the series run achieving 530 Adult TVRs. All marketing promos also carried the Anglian Home Improvements logo.

6. Anglian Home Improvements and Popstar to Operastar Layla Smith, Controller of Entertainment at ITV: “We were really proud of Pop to Op for several reasons. Firstly, the actual production was so beautifully, polished, classy and entertaining. We really felt a new show had arrived and very much found its own place in the entertainment territory. It had its own tone, look and feel, which is no mean feat. Secondly it was our first foray into Friday night entertainment and to achieve an average of 4million was very good, given the strong competition of Silent Witness and Celebrity Big Brother. The viewers that watched it loved it, and the level of interaction was higher than expected which is great to see how involved the viewers felt” Martin Troughton, Marketing Director at Anglian Home Improvements: “We were really excited to be sponsoring ITV1’s new peak entertainment show ‘Popstar to Operastar.’ The innovative format matched our brand as did the audience demographic. Consequently the awareness of Anglian Home Improvements rose by 6 points across the sponsorship period which highlighted that the association had been a success all round!” Kris Archer, Account Manager at All Response Media "This TV sponsorship represented a real opportunity for Anglian Home Improvements to create a deeper brand engagement with their customers, whilst delivering a better ROI on a channel they have supported for years"