Project: MTV Select
Entered by: MTV UK
A variety of billboards promoting Cadbury’s countline brands was used during programmes and promotions. The on-pack Unwrap & Party promotion was created to give Cadbury trade leverage. Prompted awareness of the sponsorship rose by 42 per cent. Awareness that Cadbury is associated with music rose by 200 per cent among Select viewers.
Project: The Saturday Premiere on Sky
Entered by: BSkyB
The sponsorship allowed Budweiser to present film premieres, creating the link with contemporary America. It tapped into the concept of heritage with its sponsorship of an American Classics season. While other beer brands dropped in favourability among Sky viewers over the period of the sponsorship, Budweiser increased from 33 per cent to 38 per cent.
Project: Directors’ Firsts
Sponsor: First Direct
Entered by: Drum PHD
As a thank you to its customers and to celebrate its first anniversary, First Direct sponsored a free of charge film evening on Film Four. Directors’ Firsts reached an audience of over 9.8 million ABC1 adults. More than 8,000 customers entered the Directors’ Firsts competition, and more than 2,000 took up the offer of free Film Four for a month. Research shows that 90 per cent of customers were extremely satisfied with the service.