Oh dear, oh dear ... the person writing about Michelle Steggles and
her inability to ’think outside the box’, appears to be a bitter and
twisted individual. This uninformed and aggressive view could not be
more inaccurate, based on the recent launch of KP Hardnuts, created by
Emap and Starcom.
The budget was minimal - so the solution needed impact to ensure maximum
exposure.
The campaign included radio airtime and promotions on Kiss 100, an
advertorial in Heat, plus advertising in Heat, Sky and FHM, and a link
to FHM’s website.
The main event was a celebrity gala screening of The Italian Job on its
re-release. The film proved to be a perfect vehicle for reaching our
target market.
Our listeners and readers were given the chance to win tickets to the
screening, some KP Hardnuts and an Italian holiday, simply by proving
how hard they were. KP sponsored the gala screening and after-show
party.
This certainly suggests to me that Michelle and her team are more than
willing to ’think outside the box’ and to ’take risks’.
I can only assume this vindictive person has faced rejection and mirth
when pitching ideas to agencies. He or she should stop whining and,
instead, try generating something fresh and exciting.
Got something to rant about?
Call 0208-267 4702 or e-mail mark.tungate@haynet.com.
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