Cannes Lions
MEDIACOM WARSZAW, Warsaw / PROCTER & GAMBLE / 2004
Overview
Entries
Credits
Execution
The first stage of Discreet Zone was contest among viewers for the most interesting hobbies. For the selected 24 girls short five minute movies were realised. Product name and real product logo was exposed in various ways and non-stop visible on-screen. Each Discreet Zone programme or its promotion had the same visual identification, which was easy to associate with the product name and colours/design of the package.
Outcome
Project lasted three months, programmes were aired six times per week-in total 72 programmes, 144 sponsorship billboards and 280 promotions. Discreet Zone programme secured 15% lower CPP and 18% more seconds (outside of commercial breaks) vs. regular campaign. Creative and production costs were covered by VIVA!Poland.
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