The campaign, across Nuts and NME in print and online, runs across March, leading up to Census Day on March 27, driving awareness of – and engagement with – the ten-yearly Census and encouraging the UK’s young men to take part.
IPC Inspire Men & Music Sponsorship and Brand Solutions Manager Rob Hunt says: “Traditionally, younger men have been a hard-to-count group for the Census, but we have created a fun and integrated campaign for the 2011 Census that is guaranteed to make them stop and engage with our promotions, and the serious messages behind them.”
The partnership – brokered by Mediacom – sees the creation of bespoke creative solutions targeting the Nuts and NME audiences. Total Nuts weekly reach across print, mobile and online is now 1.3 million, while NME has a weekly brand reach of well over one million.
To engage the Nuts audience in the importance of participating in this year’s Census, the brand is asking readers to ‘Make Britain Better’. Alongside unique Census ‘Pub Ammo’ advertorials in-magazine, bespoke micro-site www.nuts.co.uk/census provides a wealth of fun content – unlocked week-by-week – on the Census and on what Nuts might look like by the time the next Census rolls around in 2021.
For NME the campaign theme is ‘This Is History’ delivering advertorial promotions in-magazine which delve into the NME archive to throw up iconic imagery and fascinating facts from Census years of yore. Online the theme is extended by a partnership with music streaming service www.we7.com which delivers users a compilation of classic tracks from each Census year from 1961 to 2001.
2011 Census Head of Marketing Oliver Doerle adds: “It’s fantastic to be working with IPC. Their first class creative talent and extensive knowledge of this UK audience will be fundamental in helping to raise awareness of the 2011 Census.”
