C5 to devote whole night of lads’ shows to Scalextric brand

Scalextric has signed a deal with Channel 5 to sponsor a whole evening’s viewing on 2 December to support its pre-Christmas ad blitz through Lowe Howard-Spink.

Scalextric has signed a deal with Channel 5 to sponsor a whole

evening’s viewing on 2 December to support its pre-Christmas ad blitz

through Lowe Howard-Spink.



Lowes’ sister media shop, Western International Media, has devised the

initiative, entitled Boyz Night In, and the evening’s programming will

be dedicated to Scalextric’s rediscovered audience of men aged between

25 and 34. The selected programmes include elements designed to appeal

to ’grown-up boys’, such as high-speed car chases, action, sport and

Melinda Messenger.



Specially produced credits, created by Channel 5’s on-air promotions

team, will appear in the opening and closing titles of each programme,

along with break bumpers.



The event will have continuity links scripted and presented by the

stand-up duo, Lee and Herring. The feature is designed to suggest the

evening’s viewing has been hijacked for male viewers.



Lowes has created press advertising that will appear on the day of

broadcast in the sports sections of the national tabloids.



Mike Tunnicliffe, the managing director of Western, said: ’The media

campaign highlights and capitalises on the affection that 25- to

34-year-old men have for Scalextric. We’ve created a showcase for the

brand not only with Boyz Night In but with the spot campaign currently

running through peak sports programming on satellite and terrestrial TV.

It’s a creative campaign brought to life by creative media

planning.’



Channel 5’s sales director, Nick Milligan, added: ’Boyz Night In is a

programming stunt to attract a particular demographic. Scalextric had

the right formula to sit perfectly in this environment.’



The programming line-up comprises the Sweeney, Freebie and the Bean,

Melinda’s Big Night In, the Streets of San Francisco and NHL Ice Hockey.



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