EMAP is one of the UK’s largest multi-platform media group’s with a number of magazine publications and radio stations including 1Nation, a youth orientated radio station with a playlist and advertising ethos centered around the youth audience.
Kommando created and deployed a guerrilla marketing stunt to raise awareness of the newly launched radio station, ‘1Nation’, and its advertising/sponsorship opportunities to media buyers and planners at the top UK media and marketing agencies.
Positioning and organisation was key to the stunt, Kommando devised a special build 10ft 1Nation figure - placed outside leading media buyers offices - and surrounding the area were props and actors to give the effect of a large 1Nation sign that had fallen out the sky and smashed through the ground.
The stunt resulted in substantial ROI for the brand: the sale of advertising campaigns; wider recognition of the 1Nation brand; and longer term positioning of the 1Nation brand.
