ENGAGEMENT: Trying to to score with elusive male demo? World media shops put together programs that are big, bold and funny

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OMD: Jaegermeister

OMD, Germany, wanted to help Jaegermeister keep viewers tuned in during commercial breaks, so it decided to beat the programming at its own game: It created, a five-minute, humorous program in the format of a home-shopping channel. The stars? Two mounted stags well-known in Germany, whose main goal was more to entertain than actually move merchandise. generated its own following and brand identity, as evidenced by product orders and an increase in market share.

MINDSHARE: Sure Fans United

Riding the enthusiasm men have for soccer during a World Cup year, MindShare engineered "Sure Fans United," a reality TV show backed solely by Unilever for its Sure deodorant brand. The show, which profiled U.K. fans who go to extremes such as mortgaging their homes to support local teams, aired on ITV 1 and garnered an average of 490,000 viewers per episode, gaining a 9.9% share. Viewing for the 13-episode series, which has been distributed across Europe and Latin America, peaked for the hourlong finale, with 640,000 viewers, nearly 13% of the total TV audience.

CARAT: Adidas

The loathed British Lions rugby team was about to land on New Zealand soil, and Carat seized the chance to hype Adidas' sponsorship of the local All Blacks team. Hence, "Stand in Black" was born, a guerrilla-marketing campaign centerpieced with a rugged figure in a Haka pose, the traditional warrior dance of the native Maori people. The icon, which appeared everywhere from hillsides to billboards, became a news sensation and received a record 94% unprompted awareness.
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