Advertiser : Centre des Sciences de Montréal
Product : Exposition Drôle de matière
Target : Teenagers 12-17
Chaînes chosen : VRAK.TV
Objectives
- Encourage young people to go see the new Strange Matter exhibit at the Montreal Science Centre;
- Develop an amusing promotion in cooperation with Stéphane Bellavance – a host who’s highly popular among young people.
Concept
Full sponsorship and integrations in the Steph Show hosted by Stéphane Bellavance; special production of 8 middle billboards featuring Steph interacting with strange matter.
Contest presented by Stéphane, who will invite young people to enter for a chance to join him in a VIP evening to discover the strange matter on display at the Science Centre.
Commercial messages presenting the exhibit’s strange matter in an amusing way.
Components
7-second opening billboard – 8-second closing billboard – Creative 10-second middle billboards – Integration in the show – 30-second contest spot – 10-second contest clue segments – 15-second commercial messages.