At last night’s Thinkbox TV Planning Awards 2013, PHD, Drum and Grey London won the coveted Grand Prix Award for the British Heart Foundation’s ‘Saving lives through the power of TV’ campaign. Spanning three years and five campaigns, with TV at its core, the activity also won the ‘Best ongoing use of TV’ award.
ITV delivered activation on two of the five campaigns. Initially, ‘Watch Your Own Heart attack’ was positioned as event television, with a fully integrated campaign across TV, Radio, Print, Online and ITV Red Button Interactive and including a bespoke campaign website. This ground-breaking ad achieved great cut through, being watched by more than six million people and attracting 13.1% of all UK adults. Read more.
Another campaign integrated a Coronation Street storyline; viewers watched as veteran favourite Audrey Roberts suffered an on-screen heart attack. The BHF used Audrey’s story, to demonstrate that a heart attack can happen on any street, with ad breaks around the on-screen content, homepage takeover on Corrie’s website, activity within ITV Player. The campaign extended far beyond the TV platform with license to use the Coronation Street logo. Read more in our case study.
We were also thrilled to see Mindshare UK pick up the ‘Best use of sponsorship or content 2013’ award for their ‘The only smell is Essex’ campaign for Surf.
Sponsorship of ITV2’s The Only Way Is Essex went far beyond the usual sponsorship deal by having one of the show’s stars create a new fragrance for a limited-edition variant of the brand. Surf’s limited-edition Summer D’Reem variant, promoted by Joey Essex as the smell of summer and holidays, generated around £1.2 million in sales. Within the sponsorship, animated idents featured two fun-loving girls who get into sticky situations but are always lifted out of them by the fragrance of Surf.
“The only smell is Essex” idea also played out digitally via a “Fresh out of Essex” destination within ITV Player and Tweets from Joey Essex to his 1.5 million followers.
Read more about the Thinkbox TV Planning Awards