Client: VW Golf Agency: BBJ Media Services Buyer: Sharon Thomson

Client: VW Golf

Agency: BBJ Media Services

Buyer: Sharon Thomson

Client: KP Hula Hoops

Agency: Leo Burnett

Buyer: Jim Krauer

Client: Vodafone

Agency: BMP DDB

Buyer: Neil Duncan

Programme: The X-Files

TV station: Sky Two

Date: 1 September, 19.00

Break transmission time: 19.12

Barb: 3.4 16-34 year old ratings (live)

Sky Two hit TV screens on 1 September as the first of several Sky

channels to launch this autumn.

The channel is designed to offer a general entertainment schedule

complementary to Sky One - complete with a number of programmes snatched

off its big sister, such as the Simpsons and the Late Show with David


For its debut evening, however, Sky Two chose to make a splash with a

schedule dedicated to the X- Files, one of the most popular programmes

on Sky One.

The first ad break on the channel drew interest from several

advertisers, and the spots were auctioned off to the highest bidders.

Four ads made it into the slot: VW Golf, Hula Hoops, Vodafone and the

album, Global Dance Mix UK, from Global TV.

The advertisers were attracted by the lure of a first night - complete

with promotional hype. Sky Two was expected to attract a high level of

sampling, even without the charms of Mulder and Scully.

However, creative fit between ad and programme was also important.

Vodafone and VW took the chance to capitalise on the synergy between the

sci-fi genre and the creative treatment of their ads.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).