Absolute Radio presents The Road to Isle of Wight Festival


Absolute Radio presents The Road to Isle of Wight Festival, Enterprise / Bauer Media & PHD Media
In 2019, Enterprise challenged Bauer and PHD to boost engagement across their target audience and celebrate their USPs in a sceptical market.

Enterprise owned Absolute Radio’s coverage of the Isle of Wight Festival through a 4 week activation “Road to the Isle of Wight Festival” featuring exclusive coverage and an innovative use of talent and product to journey to the festival using Enterprise very own services.

Enterprise were unmissable on air and this 4 week campaign, centred on sponsorship of Absolute’s flagship Isle of Wight coverage, reached over 6.8m of Enterprise’s target audience!

But audiences weren’t just hearing the campaign – they were engaging too. We saw the online page demolish our benchmarks with almost 200% unique views within the first week. By the end of the campaign we’d seen a 47% conversion rate for Enterprise’s competition and a staggering 155,906 video views on our social posts vs. a 199,042 reach. Consideration of Enterprise amongst heavy A.R listeners grew by 6% and consideration of Enterprise being ‘trustworthy’ grew by 3%.

Guided by PHD Absolute Radio created “lean-in” content whilst aligning and endorsing Enterprise during the run up to the event. The alignment was organic and brought to life a way in which the audience themselves could benefit from Enterprise’s services and demonstrating them in action.