A+E Networks approached Trinity Mirror to help promote the launch of a new free-to-air, factual entertainment channel Blaze which “celebrates people who achieve the extraordinary through determination, courage and a hint of maverick spirit”.
Our job was to encourage men over the age of 55 to tune in.
Outside of their local sports teams and occasional banter down the pub with their mates, we felt that our older male audience were missing a strong sense of belonging within the mainstream media. They’re part of a generation that the modern world doesn’t cater for as comprehensively as it once did – they may have occasionally read a now defunct lads mag in the past whilst newer online platforms are targeted at a much younger, student male audience.
We identified an untapped opportunity to provide content for this older male that spoke to them in a whole new way – straight talking and no nonsense, just like Blaze.
Our challenge was to amplify this and celebrate the lives of older men, giving them cut-through content that wasn’t available anywhere else, whilst also promoting three key programmes on Blaze.
We created two content strands that ran across the Daily Mirror and Daily Record print and digital platforms.
The first – ‘A Colourful Guide to Modern Life Told in Black White’ – was a half-page lifestyle column, where we discussed real-life issues and current affairs with a healthy dose of humour and bravado.
The second – ‘Fuelling the Fire’ – aimed to show off the no-nonsense nature of Blaze by delving deeper in to the protagonists of its 3 key programmes; Homicide Hunter, Mountain Men and American Restoration.
Across the two strands we ran two separate competitions:
- an all-expenses paid trip to Las Vegas for 3 nights with the chance to visit the home of American Restoration
- 3 chances to win a 50 inch smart TV worth £450 - so that audiences could enjoy Blaze at the very best quality at home
Underpinning this rich and highly engaging content was a series of print and digital display ads in high impact and relevant areas such as the daily TV listings and the We Love TV supplement. All digital content was skinned with clickable Blaze assets, driving readers to the channel’s Facebook page.
- The campaign saw an overall editorial approval rating of 65%
- 60% found the content interesting, beating the editorial industry benchmark by 6ppts
- 49% agreed that the half page lifestyle column represented ‘a nice break from the news editorial’
- After reading the half page feature, 37% of readers said they were interested in finding out more about the shows featured on Blaze
- The two competitions saw a total of 13,750 entries
- The 3 pieces of digital content saw over 10,000 unique users