Danone Coolision
TV Creative:
Objectives:
Offer young people a unique experience associated with the brand, and create an attachment with the brand while limiting product visibility in keeping with the station’s marketing parameters.
Concept:
Produce 130 unique, product-branded news bulletins to air on the station over a period of 13 weeks (i.e. 10 bulletins per week, 2 per day).
Choose a charismatic and engaging host to talk to young people about topics they care about.
Characterize each day with a weekly theme, i.e. “Must-See on VRAK.TV” Mondays, Techie “Top of the Tops” Tuesdays, Showbiz Wednesdays, Techie Thursdays and Cool it off on Fridays.
Insert these bulletins within a 90-minute weekday timeslot (between 4:30 and 6:00 p.m.) to create a daily TV appointment.
Sponsor this TV appointment with opening, middle and closing billboards reminding young viewers that they’re in the “Coolision Zone”.
Promote the “Coolision Zone” with a different self-promo spot every week (the host would be featured in every spot).
Air the client’s commercial message in this timeslot on VRAK.TV, TÉLÉTOON, TÉLÉTOON Rétro and MusiquePlus.
Advertise the launch of the “Coolision Zone” with 3 brief teaser spots airing two weeks prior to the start of the campaign.
Components:
3 x 5-second teaser spots; 130 x 60-second bulletins;
13 x 30-second “Best Of” self-promo spots;
1 x 15-second opening billboard;
1 x 10-second middle billboard;
2 x 15-second closing billboards;
Participating Stations:
VRAK.TV, TÉLÉTOON, TÉLÉTOON Rétro, MusiquePlus (brandsell only).