2003 BEST USE OF TELEVISION WINNER

WINNING ENTRY - The Secret Life of Macleans

COMPANY - MediaCom/Bellamyhayden

CLIENT - GlaxoSmithKline

SPONSORED BY
www.oztam.com.au

OBJECTIVE

Macleans, a distant number two behind Colgate and with half the media budget at $4m, was a tough contender. A campaign was needed to drive Macleans equity and preference versus Colgate. A huge task. An interesting find - Colgate's values were the category values and very rational, while Macleans had the first signs of an emotional attachment to a younger female audience - presented an opportunity for the brand to explode this entry point wide open on TV.

CAMPAIGN

Three insights led to the components of the campaign. Firstly, the younger female audience were committed to a shortlist of TV programs that were very different from those associated with Colgate, the older, more traditional programming where it spent most of its money. Secondly, the program that best encapsulated the Macleans emotional brand set was The Secret Life of Us. Thirdly, to create an overt link with the program, two stars of the show with the right Q scores from Audience Development Australia, Deborah Mailman and Michael Dorman, became the stars of a series of billboard ads.

RESULTS

The campaign resulted in consumer tracking and sales showing real emotional movement (up to 41%) and sales gain (up 7.3%).

JUDGE'S COMMENTS

While the concept of integrating characters from a program into commercial billboards has been done before, this was an outstanding way to contemporise the brand. It shows true sponsorship integration and the additional PR that the Macleans campaign generated placed it clearly ahead of the competition.