Advertiser: Unilever
Product : Soirée pyjama pour l'estime de soi Dove
Target: Women 18-49 et Girls 8-12
Networks chosen: Canal Vie, VRAK.TV
Objective
Organize a TV event that brings together young girls and the women in their lives for one evening, under the theme of “self-esteem”
Concept
Customized programming including a specially selected movie and exclusive content hosted by headliners Saskia Thuot (Canal Vie) and Magalie Lépine-Blondeau (VRAK.TV); an exceptional night of television in which all advertising slots are taken over by discussions and activities dealing with self-esteem; a one-time-only broadcast.
Promotion of this special evening via Dove “pyjama offer” commercials, a graphic insert on TÉLÉTOON, creative self-promos, and self-esteem testimonial vignettes.
Production of two customized micro-sites for www.vrak.tv and canalvie.com, featuring activity suggestions, discussion forums, self-esteem tests, downloadable screen backgrounds and a self-esteem video section.
Components
30-second commercials – Creative 30-second self-promos – 60-second testimonials – 15-second graphic insert – Special programming – 30-second post-promo spots – Micro-sites