A Channel 7 marketing initiative for the long-standing series HOME AND AWAY has achieved significant success, capturing the drama’s essence of suspense and intrigue.
The ‘Bring Eden Home’ campaign, an ingenious blend of real-life urgency and fictional narrative, was launched following a cliffhanger in which Eden, a central character, is forcefully taken away after a shocking discovery in a forest.
Aimed at maintaining viewer interest during the show’s hiatus, this campaign has significantly resonated with the audience. The initiative included a series of on-air promotions, widespread circulation of missing person posters on social media, and a hotline (1800 066 816) for fans to access Eden’s final phone call.
This interactive approach not only kept existing fans engaged but also rekindled interest among casual viewers.
The response was staggering, with the hotline receiving 28,244 calls within the first 24 hours and a total of 65,695 calls over just six days.
Larissa Ozard, Seven’s Director of Marketing – Brand, Product, and Trade, expressed her excitement about the campaign’s impact.
“We’re thrilled with the engagement and impact this campaign has driven so far and excited to spearhead an immersive, out-of-the-box creative campaign for HOME AND AWAY,”
She also acknowledged the pivotal role of Nina Kendall‘s creative vision and Marni Crutchley and her team’s execution in achieving this feat.
The campaign’s success highlights the power of innovative marketing in the television industry, setting a new benchmark for engaging audiences.
It serves as a case study in how blending the lines between fiction and reality can create a buzz and keep viewers hooked to a series, even during breaks in the regular programming schedule.
