Prime TV Mad Men integrated campaign

He may not admit it but I bet every man who’s seen the hit US TV series Mad Men, fantasises about being Don Draper. A whisky-drinking, womanising creative director of a fictitious 1960s New York ad agency, Don’s the epitome of unreconstructed masculinity.

New Zealand television station, Prime TV wanted to win more viewers for series 3, which isn’t easy for a show that has a continuing plot line, so agency DraftFCB New Zealand created an integrated campaign aimed primarily at a male target audience.

With the line ‘How Don are you?’ it delivered a hilariously un-pc campaign spanning TV, radio, direct mail, outdoor and online. This included advice on how to drink, dress and talk like Don on the website howdonareyou.com, which incidentally also had instructions on how to mix his favourite drink.

The launch night viewing figures were up 31% on the previous season launch and average ratings throughout the series were 10% higher too.