Reaching audiences where they watch: Willen Lake’s connected TV campaign
Media habits will always evolve – and so do the ways in which brands connect with audiences. In summer 2024, MEERKATworks delivered a strategically targeted connected TV campaign for Willen Lake, designed to reach families in their homes across a range of viewing platforms.
What is connected TV?
Connected TV refers to content streamed via internet-enabled devices such as smart TVs, games consoles and streaming sticks. It includes platforms like Disney+, Amazon Prime Video, ITVX and Sky VoD – all key components in our media plan for this campaign.
Unlike traditional broadcast television, connected TV allows for precise audience targeting, making it a powerful tool for brands looking to engage viewers in a more relevant and measurable way.
Smart targeting
The Willen Lake connected TV campaign was geo-targeted to households in the surrounding catchment area, ensuring the creative reached families most likely to visit the popular outdoor destination. Whether parents were enjoying family films in the living room or children were streaming shows on personal devices, the campaign made sure the Willen Lake message was front and centre.
A multi-screen, multi-platform approach
By combining connected TV with Video on Demand (VoD) and traditional Sky TV, the campaign ensured consistent messaging across a variety of formats and devices. This cross-platform strategy maximised reach while maintaining relevance, tapping into the real viewing behaviours of modern families.
Out-of-Home in high footfall areas
To complement the on-screen activity, MEERKATworks also planned and bought a series of out-of-home (OOH) placements. These appeared outside key supermarkets in the local area – including Tesco and Waitrose – providing physical touchpoints for the campaign and reinforcing brand recall at moments of high engagement.
Watch the Willen Lake summer ad.
Want to explore Connected TV advertising for your brand? Get in touch with MEERKATworks.
Get to know us…
MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not drop us a line?
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