TENZING took advantage of the 4Sales Greenhouse fund to launch their first ever TV campaign - with impressive results!
The Big Idea
4Sales’ Greenhouse Fund was setup to offer small and medium sized businesses that have never advertised on TV before match-funded commercial airtime across Channel 4’s portfolio. Natural energy drink brand, TENZING, were the first company to take advantage of the new match-fund offer, having never advertised on TV before.
TENZING launched their first ever TV campaign across the C4 network and All 4 for five weeks. Alongside linear, the campaign also included 7.9 million 16-34 VOD impressions.
TENZING is the new challenger brand, taking on the global energy drinks with a drink powered purely by plants. To get our message across in the UK we decided to partner with the like minded team at Channel 4 as part of their Green House Fund initiative to run our first nationwide TV campaign. The results exceeded expectations and helped us to double digit growth during the campaign months in this extraordinary year. The campaign has substantially increased the amount of people, who became loyal TENZING drinkers. We can’t wait to work with them next year again.” – Huib van Bockel, Founder of TENZING
Making it Happen
The 4Sales Greenhouse fund matches brands investments with the same value of free airtime, helping them to benefit from the current heightened value of TV advertising. In order to qualify, brands will commit to their campaigns being exclusive to Channel 4 for six months.
Huib Van Bockel, founder of TENZING said: “TENZING is the new challenger brand, challenging the global energy drinks with a plant-based alternative. In these challenging times we decided not to hold on to our budget and wait for this to be over, but to keep pushing ahead. We strongly believe all businesses should take responsibility and do everything they can to keep our economy going. For this we were looking for a like-minded media partner and we found that in Channel 4.
“We are extremely proud to be the first partner in the venture program that supports UK businesses. We have also been blown away by the commitment of the Sales Development team and to everyone we have spoken to at Channel 4 to make this happen. We could not be more excited to see our own brand on TV and Channel 4 for the first time in its short history.”
The ad's objectives were to build TENZING's brand salience among 18-34's.
Using the PL4YBACK research tool while the campaign was on air, we evaluated its performance, exploring the response to the creative and the impact it had on the brand:
Tenzing were our first Greenhouse Fund campaign that we measured, and as you can see from the attached it performed really well on PL4Yback, with the creative smashing our New to TV benchmarks for recognition and branding.
TENZING confirmed they saw a +55% increase in Return on Sales index while the campaign was running, and on top of that a +92% increase in awareness amongst 18-34s in their own tracker!