The campaign aims to emulate the true-to-life trauma and action that takes place when a person goes missing
Home and Away has attracted more than 28,000 callers to its toll-free number in the first 24 hours of its “Bring Eden Home” campaign.
The Seven Network marketing and audience team launched the campaign to keep fans hooked and build engagement with light and lapsed viewers ahead of the new season, starting January 8 on Seven and 7Plus.
The campaign follows last week’s cliffhanger season finale that saw Cash Newman, played by Nicholas Cartwright, desperately searching for his missing girlfriend, Eden Fowler, played by Stephanie Panozzo.
The campaign aims to emulate the true-to-life trauma and action that takes place when a person goes missing.
From missing person “Help Find Eden” posters to social media pleas and on-air promotions, the campaign used earned and owned media to maintain momentum among fans, encouraging them to call 1800 066 816 and hear Eden’s last phone call.
In its first 24 hours, the campaign saw 28,244 fans call the emergency number. Over six days, the line received 65,695 phone calls. Meanwhile, over 400,000 watched Cash’s video to bring Eden home across Seven’s social channels.
Larissa Ozard, Seven director marketing – Brand, Product and Trade, celebrated the engagement and impact of the “immersive” and “out-of-the box creative” campaign for the long-running soap.
“It’s in no small way thanks to some brilliant creative from Nina Kendall and execution by Marni Crutchley and team, who have been able to deliver a campaign to get the nation talking while sweating earned and owned channels.”