Dave hit the mark in Goals soccer centres

UKTV are on target with a media first for Boomerang in Goals.

Last week saw a media first at Boomerang with UKTV using urinal vinyls – glamorous we know! – in Goals centres in the lead up to the Darts BDO World Trophy.

To promote the 3 day bank holiday coverage on Dave, UKTV wanted to reach a broad male audience with a keen interest in Sport.  Our Goals soccer centres, with a 97% male audience who are interested in sport, offered the perfect platform for this campaign and UKTV took changing room media in all 43 venues across the UK.

Goals feature 5-a-side pitches and run weeknight and weekend leagues. The bar area makes them a highly sociable environments and popular with groups of men after work as well as for corporate events. They offer a male audience who are 60% ABC1.  With media opportunities on pitch, in the changing rooms, reception and bar area, advertisers can reach their audience at key touch-points throughout their visit via a range of media formats.

In line with the Dave brand, something fun, novel and engaging was necessary for this campaign. With a very last minute brief, meaning a few days turnaround time, we were able to distribute (lucky merchandisers) 215 vinyls in urinals across 43 Goals centres.  The vinyl’s were the shape and image of a dartboard and were accompanied by A3 wall posters encouraging men to ‘step up to the oche’ and showing details and information on the 3 day darts weekend.

Both the client and agency were pleased with the look and execution of the campaign and UKTV reached over 130,000 males in just one week.

“Boomerang’s Goals centres allowed us to reach the male sports fan in the lead up to the Darts BDO World Trophy coverage on Dave in a really fun & novel way!  The last minute nature of the brief meant we only had a few days to turn the campaign around – it was a great collaborative effort between the client & all agency partners – indeed, campaign management & implementation well & truly hit the mark – one-hundred & eighty!”

Mike Huckerby Client Manager @ Talon