campaignlive.co.uk, Thursday, 22 November 2012 08:00AM
The strategy was based around the idea that the photos you take tell a powerful story about the character that you want to project; to make this resonate, the strategy tapped into youth’s obsession with celebrity.
Supermarket distribution was essential to achieving a successful sales period, so MediaCom created a partnership between Hollyoaks characters, Asda and Nikon. Buyers of Hollyoaks-branded cameras distributed in Asda could win a part in the Channel 4 show.
Sales of the cameras through Asda increased by 332 per cent over the course of the campaign.
This article was first published on campaignlive.co.uk
The annual advertising hajj that is the Cannes Lions has kicked off in a steamy haze of rosé, Brazilians and flashy boats. Twelve thousand delegates are desperately seeking out free drinks in between trying to squeeze into packed talks by a mix of celebs, industry legends, wannabes and hasbeens.