Sign On San Diego's Daily Deal

Brittany Donnelly, Local Sales Manager, CBS Radio; Ryan Berman, Fishtank Brand Advertising, Founder/Chief Creative Ofiicer; George Bonaros, Marketing Director, San Diego Union Tribune; Billy Meza, Account Executive, Radio Latina; Adelle Danson, Account Executive, Local Media of San Diego

Fishtank Brand Advertising came up with the award-winning spot for Sign On San Diego. An eight week radio and social media campaign, from September to November, touted the many and marvelous opportunities offered on the web site's Daily Deal. It was the tale of the Fabulous Family, aired on a broad mix of market stations, that particularly captured EAR judges' attention - an ad produced by Music Box Production Company.

According to Ryan Berman, Fishtank founder and CCO, "The Daily Deal had always been the leader in its class, but other viable companies had entered the marketplace. Our client's goal was to firmly entrench Sign On San Diego as the premier daily opportunity. Fishtank set out to defend the brand against emerging competitors."

As the numbers show, the campaign achieved its objective to convince people to try and to buy the Daily Deal through Sign On San Diego:

Average Deals sold increased by 89%.
Average Daily Deals page views increased by 46%.
Average revenue was up 130%.
Average conversation rate went up by 63%.
Average registrations increased by 50%.

Apparently radio is an advertiser's best daily deal!

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