This campaign shows how we took a central idea, giving consumers the Naked Truth, and then expand it across print, TV and online. We began by tying up with the biggest selling women’s weekly in the UK and then pushing the idea as far as we could to encourage both depth of communication and audience participation.

We started by taking ownership of the UK’s best selling women’s weekly. Closer. This would be our platform for the Naked Truth.We pushed this partnership into completely new territory by then associating with the TV show Deadline. Deadline was a reality TV show in which celebrities worked under pressure to produce a magazine. Going behind the scenes of both magazine production and celebrity lifestyle, this TV show pushed the Naked Truth proposition still further. The final twist came when the celebrity created magazine from the show was distributed each week in Closer.

The results far exceeded our expectations. 60,000 people registered on the site and 3,900 applied to become Naked Truth Reporters. Amongst the wider audience, brand image scores rocketed: ‘brand regard’ rising 24%, and brand affinity by a colossal 83%.