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.