Our initial campaign saw us running an ad-funded comedy panel show, ‘The Manuscript’, on Absolute Radio in association with Just for Men, a men’s hair and beard dye product. Research showed great results, with the show’s content being enjoyed and significant increases in recall across its key messages. We therefore needed to build on this success and again produce ground- breaking, standout, branded content for the company that would appeal to its 25-44-year-old male audience and modernise its brand.
Based on insight, it’s important for men to focus on themselves and have time and space to do so. Men want the freedom to enjoy this time, making themselves the masters of their own ‘Man Time’. Whether they spend these hours with their partner, mates, kids, at work or at home, it’s up to them. We wanted our campaign to give them the ideas, tools and confidence to stop and indulge in ‘Man Time’ – with one of their priorities being grooming their grey. It’s not about unrealistic-looking models, but about ‘Just You’ – real, authentic men. We wanted to produce a new show that was similar to ‘The Manuscript’, that had a humorous take and was seen by listeners through a comedy lens.
We created the ‘Masters of Man Time’ show, an hour-long programme broadcast on Absolute Radio every Thursday from 8–9pm for 13 weeks and repeated every Sunday from 7–8pm. The show was presented by Danny Wallace and Pete Donaldson and discussed the latest news in movies, gadgets, gaming, music and sport, with additional ‘man advice’ and a reviews section – content that would appeal to Just for Men’s core ‘modern man’ audience. The ad-funded show culminated in a live studio show broadcast on Absolute Radio.
Each week, ‘Masters of Man Time’ invited listeners to send texts, tweets and Facebook messages to the show. The programme ran a series of features to find the ‘Top 5’ – for example Xbox games, aftershaves or tools every man should have in his house. The top suggestions each week won tickets to the live show and went into a draw to win a ‘Man’ bundle that included Just For Men products. Online, the show was supported by a fully mobile optimised hub, which hosted content and information about the show, with full information about Just For Men. There was also a separate element to the series, where ‘Masters of Man Time’ encouraged listeners to nominate the ‘Manliest’ place in Britain. The final ‘Masters of Man Time’ was broadcast in front of a live audience made up of all those who were nominated.
Charlie Oates UK brand manager, Combe international's Just For Men
Absolute Radio’s innovative branded content, talent and natural editorial flair is second to none and we’re really excited to hear Danny Wallace and Pete Donaldson back our ‘Masters of Man Time’ campaign
of Absolute radio listeners recall hearing a 'Masters of Man Time' airing
awareness of Just For Men's sponsorship of 'Masters of Man Time'
28% vs 48%
Significant increase in awareness of Just For Men among exposed respondents
22% vs 49%
Likelihood to purchase Just For Men increased among those exposed to the campaign