’Watching the Big Breakfast this morning (Monday), I saw the start
of a new game, called Get Fruity, which the programme is running with
The Sun. The game involves matching the fruits on the gamecard with
those in The Sun to win cash prizes.
’What caught my eye was the inventive way the game was being played
on-air. During the programme, a fruit machine-style banner was almost
continuously displayed at the bottom of the screen with the fruit
combinations changing every five minutes.
’Given the tight ITC regulations regarding promotions on television,
this must be a first.’
Agency: HH&S, the integrated communications agency
Client: Planet 24 and Channel 4 for the Big Breakfast
Medium: Newspaper gamecard inserts tied into onscreen game
Conceived and executed by: Mike Halstead, managing director of HH&S
Brief: Gain new viewers and encourage viewers to watch for longer.