Client: VW Golf
Agency: BBJ Media Services
Buyer: Sharon Thomson
Client: KP Hula Hoops
Agency: Leo Burnett
Buyer: Jim Krauer
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.