A conversation with...
Elizabeth (Libby) Minogue, Strategic Integration Director for MCN
ASTRA asked subscription television advertising agency the Multi Channel Network
which represents over 50 subscription television channels as well as other clients, to provide details about their innovative client solutions. Here, Elizabeth (Libby) Minogue, Strategic Integration Director
tells us about two successful campaigns and also provides video case studies (scroll down).
Subscription Television continues to deliver innovative integrated solutions, with Multi Channel Network (MCN) successfully engaging young, content-hungry STV viewers in its campaigns for clients such as Schweppes and fragrance brand Impulse.
Unilever’s Impulse Steps onto the Catwalk…
With Australia’s Next Top Model Season 6 to target the program’s style-conscious, young female audience. As part of the campaign MCN created TVCs, billboards, pre-promotion interstitials, show promos and an online competition which saw viewers vote for their favourite model, with the winner announced at the show’s live finale. To further drive viewer engagement, MCN hosted a consumer promotion where viewers could go in the draw to win a Top Model make over worth $10,000.
MCN pitted the aspiring models against each other in an Impulse-sponsored photo shoot which saw the winner featured in an Impulse print campaign. Models also used the products throughout the series. Impulse called this the best in-program integration the brand had ever experienced.
The fragrance brand enjoyed a positive shift in brand perception, while brand recall increased by 8% following Top Model. Around 11% of all viewers also indicated that Impulse was their preferred brand.
Watch Video Here:
Schweppes partners with Channel [V]
The challenge for a soft drink brand dating as far back as the 1700s is staying relevant and creating brand loyalty amongst today’s fickle youth. The solution was to create the nationwide “Summer Rewind” promotion.
Partnering with MCN and Channel [V], Schweppes leveraged the STV channel’s street cred amongst youth, and delivered engaging content and in-show integration.
Channel V was able to create a TVC specifically for the campaign, while Schweppes-branded vintage mod t-shirts made their way on screen in flagship Channel V programming. Presenters donned the tees and drank the products all summer long at music festivals around the country.
Schweppes also took over V Music online through talent blogs and editorial integration. The campaign was so successful Schweppes decided to take it global, and over the two month campaign they gave away all 50,000 branded t-shirts and re-printed another 54,000.
MCN’s innovative approach with Schweppes and Impulse is just further evidence of STV’s ability to deliver clients targeted audience reach, engagement and most importantly – results.
Watch Video Here:
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