Scalextric has signed a deal with Channel 5 to sponsor a whole
evening’s viewing on 2 December to support its pre-Christmas ad blitz
through Lowe Howard-Spink.
Lowes’ sister media shop, Western International Media, has devised the
initiative, entitled Boyz Night In, and the evening’s programming will
be dedicated to Scalextric’s rediscovered audience of men aged between
25 and 34. The selected programmes include elements designed to appeal
to ’grown-up boys’, such as high-speed car chases, action, sport and
Specially produced credits, created by Channel 5’s on-air promotions
team, will appear in the opening and closing titles of each programme,
along with break bumpers.
The event will have continuity links scripted and presented by the
stand-up duo, Lee and Herring. The feature is designed to suggest the
evening’s viewing has been hijacked for male viewers.
Lowes has created press advertising that will appear on the day of
broadcast in the sports sections of the national tabloids.
Mike Tunnicliffe, the managing director of Western, said: ’The media
campaign highlights and capitalises on the affection that 25- to
34-year-old men have for Scalextric. We’ve created a showcase for the
brand not only with Boyz Night In but with the spot campaign currently
running through peak sports programming on satellite and terrestrial TV.
It’s a creative campaign brought to life by creative media
Channel 5’s sales director, Nick Milligan, added: ’Boyz Night In is a
programming stunt to attract a particular demographic. Scalextric had
the right formula to sit perfectly in this environment.’
The programming line-up comprises the Sweeney, Freebie and the Bean,
Melinda’s Big Night In, the Streets of San Francisco and NHL Ice Hockey.