Lee Matthews Black Belt Academy – TV & Web Campaign

Lee Matthews is a multi-award winning Blackbelt and Martial Arts instructor with a Telford-based business having a West-Midlands wide franchise operation.

To encourage a first-time trial of the facilities and training regimes, especially for young people, Lee opted to run a teaser campaign of one 20 second commercial on ITV Central for 2 weeks.

Lee, in his own words, was seeking to achieve a small amount of name recognition, and realistically did not ‘expect the phone to ring off the hook’ as a result of such a limited campaign. However JMS encouraged him to use the commercial to point viewers to his website, where he could host an extended version of the commercial which could answer many of the questions the brevity of the commercial could not.

JMS shot all footage in a day. Lee’s team managed the logistics of getting over 30 martial arts participants on camera – from age 5 to over 60! Also a significant amount of women – at whom the promotion was particularly targeted.

During the day we shot all activities, but in addition shot interviews with Lee and two of his coaches. The action shots were captured specifically to be of value in both productions. The 20 second TV commercial and the 2½ minute on-line promotion were both available within a fortnight.

RESULTS

Lee’s website began to register hits within seconds of the first TV transmission, and analytics showed surges in hits around every subsequent commercial. 80% of all site visitors viewed the video, and 60% of those watched it in full. Over a year later, the video is still being viewed on Lee’s site, but has also achieved a significant number of viewings on YouTube.