A Very thortful Media Plan for thortful.com - Best Use of Media Winner - Mostly Media - The Independent Agency Awards 2021

Campaign Summary:

Mostly Media conducted their own qualitative and quantitative research to get an understanding as to why people buy cards, what factors influence their final decision, the purchase journey, and how they felt about thortful.com.

The insights led to the brand truth that “The cards were the stars” and thortful.com’s unique product offering separated them from the banal competitor product offering. The campaign identified that radio was the key medium but stations would be saturated with Moonpig and Funky Pigeon advertising and their famous sonic triggers.

Mostly Media’s solution was to create an industry first – a cross station / cross show radio promotion, showcasing this is an edgy way on key sales periods including Valentine’s & Mothers’ Day. Partnering with three stations that appealed to different thortful.com audience profiles – Kiss, Magic and Absolute – the highest profile DJ’s collaborated with Thortful to create cards which were entered into a card battle between the breakfast and Drivetime shows with the public voting on who would win. With a 40% share of market increase vs a 30% share of voice during the on-air period, the campaign overperformed by 10% – an incredible result for a challenger brand.

- Mostly Media​