Brand owner: Kimberly-Clark
Date: September 2005-January 2006
Media Agency: MindShare
Media Owner: TVN
Product placement is a media solution that veers between two extremes: cheesy and ineffectual or well-integrated and highly compelling.
This work for Velvet Balsam tissues in Poland falls firmly into the latter category and is notable for its longevity.
For five months, the product was at the heart of a romantic story in one of Poland's most popular soap operas. The female half of the couple worked in a fictional ad agency charged with developing the launch campaign for the product.
Although the involvement of an ad agency sounds as though it's a piece of lazy thinking by self-obsessed media types, the plot device actually enabled the unique features of Velvet Balsam to seep into the program far more effectively than a more expensive spot campaign would.
"Na Wspolnej" is broadcast in prime time by TVN, and in five months the product was seen in 81 different scenes, including the moment that inspired the couple to get back together. The placement ended when the man saw the Velvet ad on a poster and remembered all the work his ex had put into the campaign, which spurred him to get back in touch.
By working with the writers to deliver this tightly integrated piece of product placement, the campaign ensured that the tone was correct for both the brand and the show.
In total, Velvet attracted 1,300 ratings points in its on-screen appearances, exceptional media value.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc