Cellnet's shops design fly slots for Big Brother

The sponsor of Channel 4's Big Brother, BT Cellnet, is to create an

aggressive marketing campaign around its pounds 4 million broadcast

deal, which will include reactive sponsorship break bumpers and a

through-the-line campaign targeting its core audience of 16- to


BT Cellnet will be an official provider of mobile phone products and

services for the show, which will include released text updates and a

live audio feed. Genie will be the WAP provider for the Big Brother

website and the sponsorship creative will be used across in-store

activity, direct marketing and online advertising.

The core message of the sponsorship will be that BT, together with

Genie, helps to keep people in the know with Big Brother gossip.

Playing with the theme of a fly-on-the-wall programme, BT Cellnet's

agencies Drum PHD, Tullo Marshall Warren and Abbot Mead Vickers BBDO

came up with the idea of using flies as actual figures in the

sponsorship credits. Drum PHD, the sponsorship division of New PHD, and

Channel 4 developed the initial idea into two flies, named Horse and

Fruit, spying on the household's goings-on.

The two characters will be shown receiving information through their

mobile phones on what is happening outside the Big Brother house, as

they gossip from their privileged position as insiders. As the show

progresses over ten weeks the scripts for Horse and Fly will reflect

what is going on inside the house.

One of the creative executions, which will be shown early on in Big

Brother, will feature the flies inspecting their unfamiliar surroundings

at the house. Horse says to Fruit: "Right. Think I'll have a look about

the place, find the bins, have a quick rummage through the rubbish,

check out the loo - you know, get settled in."

BT Cellnet's sponsorship credits, which will be featured in 5,000 break

bumpers on Channel 4 and E4, were directed by Rob Coolen, written by Tom

Tagholm, both at Channel 4. The art director is the freelancer Will


The executive producer was Lisa Green from Channel 4.

Tracy Hirth, the head of brand and marketing communications at BT

Cellnet, said: "The beauty of this idea is that we have to keep it fresh

and the scripts will be continually updated. It's not something that

we've ever done before. We're tailoring the sponsorship and making it

work so that it's much more relevant to the environment in which it's

being placed."

She added: "I think that it will be the most integrated sponsorship that

we have seen because we are enhancing and extending the Big Brother


Laurence Munday, the managing director at Drum PHD, commented: "Through

BT Cellnet's state-of-the-art technology we are able to extend

audiences' enjoyment of Big Brother to make it a 24/7 experience that

can be enjoyed whenever and wherever you are."

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