Advertiser : Unilever
Product : Degree Women
Target : Women 18-49
Networks chosen : MusiquePlus
Objectives
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Encourage women to use Degree Women deodorant;
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Maximize brand awareness, especially during certain key editorial moments associated with stress
Concept
Gold partnership with the TV show “VJ Recherché” during its entire 13-week run Product tie-in when “VJ Recherché” contestants go through stressful moments (“Thanks to Degree, they’ve got what it takes”)
Components
7-second opening billboard – 10-second middle billboard – 8-second closing billboard – Visibility on the show’s self-promo spots – 10-second positive warning billboard – Live mentions – 30-second contest spot – Stress-o-meter integration