Bliss and Glow by J.Lo targeted teens by launching a nationwide competition for a school to win a US-style high school prom. Editorial covering the competition in Bliss magazine and online combined with advertising using sister Emap platforms including Smash Hits, Sneak, The Hits and Kiss 100 as well as SMS. More than 75,000 entries followed, and the event was covered by Smash Hits TV as well as regional press and radio.
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Title: I Shagged Here.com
Media agency: Rocket
Media director: Danny Stickney
Creative agency: Minerva
Creative director: Stuart Gill
Account director: Jenny Digby
Client: Mates Condoms
Brand/product: Mates
Marketing directors: Remco Teulings and Katherine Govier
Mates turned media owner when it created the website Ishaggedhere.com in a bid to put its brand back into the heads of 16- to 19-year-old London males. The website contained a game, stories sent in by visitors, CCTV footage of people "in action" and a "Shags Reunited" section. Ambient media including "I shagged here" street and bar washroom teaser stickers ran before flyposters revealed the website address. Data from retailers suggests a 2O to 25 per cent uplift in sales.
