Challenge

Promoting the 3rd series of Alan Partridge's From the Oasthouse had to be as newsworthy as the previous campaigns for Alan’s inaugural and second series. The client was after something truly original. How can you generate as much, if not more buzz around a third series?

With an audience whose average age was 46 years old, we wanted to tap into the themes that drive audiences to listen to comedy; nostalgia, escapism, emotional release and that ‘knowing’ British humour.

Insight

The success of promoting Alan’s first and second series was down to keeping true to Alan Partridge's character. His behaviour, his language, his attitude were just the same as they were 20 years ago. We wanted to harness this once again.

Strategy and Approach

This time around, to make it as newsworthy as possible, we sought to find a celebrity in a similar realm to Alan, where we could stir up some rivalry. Afterall, Alan Partridge is at his best in a one-upmanship scenario, where he classically, embarrassingly and catastrophically fails.

The Solution

Bring on Adam Buxton.

Adam Buxton is a British comedian and seasoned podcaster, who, like Alan Partridge, lives in Norfolk. His podcast has been running for almost ten years, featuring distinguished actors, musicians and authors.

Adam is known for opening his podcasts walking through the Norfolk countryside. We therefore wanted to integrate Alan’s podcast promotion subtly through Alan completely ‘coincidentally’ bumping into Adam Buxton on his walk, mid podcast. That way, Adam Buxton’s listeners are made aware of From The Oasthouse without it feeling like an ad.

Results

This was Audible’s most talked about podcast.

Shortlisted for the D&ADS and Campaign BIG awards.