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Challenge

yourtown is one of the largest and longest running charity art unions in Australia

Via TODAY and Weekend TODAY, yourtown's aim was to increase market share by owning exclusivity in their category across the morning, as well as increasing ticket sales, through quarterly integrations live from their prize homes.

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Solution

A prize draw that makes a difference

yourtown teamed up with TODAY to showcase the grand prize home, offering viewers a glimpse of what could soon be theirs. This dynamic partnership not only boosted ticket sales but also highlighted the impact of every ticket purchase, supporting yourtown’s vital work for over 33 years, aiding young people through their Kids Helpline service. It’s not just a chance to win big, but a chance to make a tangible difference in the community nationwide.

Execution

Over a year-long sponsorship, yourtown maintained high brand visibility through billboards and advertisements, ensuring continuous brand awareness in a competitive landscape. The weather host of TODAY and Weekend TODAY presented live from yourtown's luxury prize homes, effectively boosting ticket sales and captivating viewers with the homes' finest attributes.

Results

The numbers of those likely to purchase a yourtown ticket in the coming months increased by 26% pts 

Source: Gemba Brand Impact Studies​ GEMBA© – CHANNEL NINE – TODAY 2023

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