News
Initiative triumphs at IMA Awards 2006
09.11.2006Initiative won the Sponsorship award for RoC ‘10 Years Younger’ at the prestigious Interactive Marketing and Advertising Awards 2006. The event took place on the 8th November 2006 at the Royal Lancaster Hotel. Short-listed finalists in the category were digital specialist agencies i-level and Carat Digital.
Since 2005 RoC has sponsored Channel 4’s ’10 Years Younger’ lifestyle show, with the objective of building brand awareness and positioning RoC so that consumers see it as the expert in anti-ageing. For the 2006 series, these objectives were widened to include engagement and to drive purchase intent among the core ABC1 female target audience.
Our strategy evolved making 14 exclusive ’10 Years Younger’ mini programmes which were delivered via the ‘red button’ through TV sponsorship credits – something that hadn’t been done before. The campaign was extended with Online as well as TV spot advertising and results were outstanding.
The activity was Johnson & Johnson’s first move into interactive TV in the UK and the positive results are a testament to all at Initiative who persuaded them to ‘take the leap’ beyond traditional brand communications.
It was such an effective campaign because everyone pulled together to produce a truly integrated delivery of the product and fantastic teamwork across disciplines of Planning, Research, TV and Online.
Congratulations to all of the team!
