About

Adam Buxton called this a "hybrid advertorial sitcom". It's a bespoke audio ad for series 3 of From the Oasthouse: The Alan Partridge Podcast. We realised that Steve Coogan had a unique opportunity to create an ad that would be perfectly integrated into The Adam Buxton Podcast. That's because both Adam and Alan are from Norfolk and Adam always begins his podcasts walking through the Norfolk countryside. So we suggested that Alan could bump into Adam, seemingly accidentally. It was a way for Alan to promote his podcast to Adam's listeners without it feeling like an ad.

Solution and Execution

The creative solution was to create a bespoke ad for The Alan Partridge Podcast to be placed into the introduction of The Adam Buxton Podcast.

This was a perfect opportunity for Alan Partridge and it would only ever be possible with that character for a number of reason.

One being Adam Buxton and Alan Partridge are both from Norfolk and Adam always begins his podcast with an introduction recorded with him walking somewhere in Norfolk. Alan is also a well known rambler and dog walker.

Another reason is the audience for both podcasts are very similar. Adam Buxton is a comedian who rose to prominence at a similar time at Alan Partridge, in the 1990s. As a result the audiences for both align incredibly well.

And finally, Alan Partridge is such an iconic character that Adam Buxton was willing to allow him to intrude into the actual main body of the podcast. Safe to say this opportunity would not be afforded to every single person wanting to do this.

Results

Series 3 of From the Oasthouse: The Alan Partridge Podcast was Audible's most talked about comedy podcast based on social listening.