Home and Away on Channel 7 – New Home and Away campaign attracts over 28,000 callers in 24 hours.
After an adrenaline-pumping season finale on Wednesday, 29 November, Home and Away will return for an all-new season starting 8 January on Channel 7 and 7plus. To keep fans hooked over the break and build engagement with light and lapsed viewers, the Seven Network marketing and audience team launched the “Bring Eden Home” campaign, receiving 65,695 phone calls in just six days – including more than 28,000 in the first 24 hours.
After an epic cliffhanger left Cash desperately searching for his missing girlfriend, Eden, 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, making Home and Away more tangible than ever.
In its first 24 hours, the campaign saw 28,244 fans call the emergency number, while over 400,000 watched Cash’s video to bring Eden home across Seven’s social channels.
Seven Director Marketing – Brand, Product and Trade, Larissa Ozard, said:
“We’re thrilled with the engagement and impact this campaign has driven so far and excited to spearhead an immersive, out-of-the box creative campaign for Home and Away.
“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.”
Home and Away on Channel 7 and 7plus – Monday 8 January, 2024 at 7.00pm.
Media Release – Seven
TV Central Seven content HERE
I find this very irresponsible. Please only pull this kind of stunt if it’s going to go to use for finding missing people in Australia. It’s a real life problem – please use publicity of this type of issue for good, instead of ratings!