ADDING VALUE

Sponsorship National TV Awards & British Soap Awards

Assignment

Find a way to generate TV impact for Baylis & Harding on a limited budget at a time of year when there is a limited amount going on and people spend less (January).

Action

To us it was clear we had to dominate a programme or event to achieve significant impact.

Timing of the National Television Awards was perfect with a big audience that complemented Baylis & Harding.

We worked with their creative agency and came up with dramatic idents featuring Kelly Brook.  As The Sun said:

THE REAL WINNER – Kelly Brook dominated the NTAs, despite not even being nominated, as her raunchy new bubblebath advert sent viewers into a frenzy during the breaks

Judgement

The equivalent airtime on ITV would have cost £450k.  We negotiated it for 6% of that price.

Website hits jumped 350% and were even 12.5% higher than the traditional Christmas peak.  Most importantly this campaign paid for itself many times over.

We’d be the first to agree this was exceptional planning and buying, but in the last ten years JAA have sponsored 130 programmes spending £12m, delivering £40m of equivalent airtime value.