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Hamish & Andy Value – CrapCap

Hamish & Andy have Australia’s highest rating nationally syndicated radio show in Australia.

2.7 Million Listeners & 20% Market Share In Melbourne

The show is the highest-rating radio series in Australian history, consistently gaining up to 20% market share in the crucial Melbourne market.

The show has approximately 2.7 million listeners, and has over 1 million podcast downloads each week.

1.  The Start

We managed to get fisiocrem caps and cream into Hamish & Andy’s hands for their “Tell Us Somebody…” segment on Wednesday’s drive-time broadcast.

For nine- (9) weeks, fisiocrem has been the central theme of this segment via Hamish & Andy’s constant complaints about the quality of the caps.

They also mention the cream very positively:

“What is fisiocrem you ask?  It’s the world’s number 1 pain relieving cream …..Can’t rate it highly enough as a cream.”   May 25, 2016

“We’ve both used the product.  Wonderful cream, wonderful cream.”  June 22, 1016

The July 20, 2016 episode included a fisiocrem jingle with the words “The world’s number 1 sporting cream…..”

2.  Leveraging The Mentions

We implemented a range of strategies to engage Hamish & Andy and prolong the relationship to encourage them finding comedic value in mentioning fisiocrem.  These included:

  • sending personalised “bedazzled” caps to them
  • running cap competitions
  • running a competition which implies Hamish & Andy’s TV shows are worse than having a dead, stuffed cane toad

3.  Approximate Value

The national and highly credible live read style of brand mentions in a memorable way provides significant value over and above paid commercial space.

Add in the superb personal endorsement of both stars and we have massively valuable advertising for fisiocrem.

From our assessment of commercial spots on major city networks and live read prices, we estimate the mentions to be valued in excess of $38,000 per episode.  At nine- (9) episodes the conservative value is estimated to be:

$342,000

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