Wrap Report Anna & Kristina’s Grocery Bag Sponsorship Program September 20 th, 2010 x 13 weeks.
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Transcript of Wrap Report Anna & Kristina’s Grocery Bag Sponsorship Program September 20 th, 2010 x 13 weeks.
Successful Partnership
INTERAC Achieved: A direct association with W’s resident shopping experts Anna &
Kristina A connection with viewers that INTERAC is the simple way to pay
everyday Approximately 60,000 contest entries – above average response 110 % on-air impressions 91% online impressions
Positioned INTERAC as the simple way to pay everyday
Targeted women and talked to them about their favourite past-time - SHOPPING! And the thrill of the deal.
Leveraged the two names synonymous with shopping with W Network’s shopping experts - Anna & Kristina
Strategy
Tactics The multi-faceted campaign delivered:
Program Sponsorship of Anna & Kristina’s Grocery Bag In-show Integration
• Anna & Kristina’s Grocery Bag and Oh So Cosmo :30 Vignettes :05 and :10 Billboards Lower 1/3rds Tagged On Air Promotion (OAP) spots Online Media
• Interactive Contest Microsite• Flash Game• Online Ad Units• Opt in
Outdoor Advertising
INTERAC exposure during shopping and checkout scenes within five different episodes of Anna & Kristina’s Grocery Bag
In Show Integration
Lower 1/3 message was strategically placed during the integration scenes.
INTERAC exposure during a fashion tip segment and checkout scenes within two episodes of Oh So Cosmo
In Show Integration
Shopping tip vignettes were produced (edit of existing footage) with INTERAC “brought to you by” message:
4 x :30 vignettes featuring Anna & Kristina – aired on W & VIVA
1 x :30 vignette featuring Josie Dye from Oh So Cosmo – aired on COSMO
Vignettes
Billboards
Customized sponsorship billboards were developed and aired during Anna & Kristina’s Grocery Bag
:10 cc with INTERAC Grocery Giveaway messaging 1 x :10 closed cap for W Network 1 x :10 closed cap for Viva
:05 bbd with INTERAC sponsored messaging 1 x :05 billboard for W Network 1 x :05 billboard for Viva
INTERAC messaging was included in a lower third message
Lower Third appeared on-screen for 10 seconds during each sponsored episode (13 weeks)
Lower Thirds
On-Air Promo TagsFive second INTERAC tag was married to Anna & Kristina’s Grocery Bag
on-air promo spots:
The following online media was developed for INTERAC:
Interactive Contest Microsite with Opt-in Flash Game Online Ad Units
Online Media
Ad Units
Big box - linking to microsite Big box - linking to client site
Leaderboard - linking to microsite
Leaderboard - linking to client site
Contest MicrositeTotal Entries and Contest Winners:
Total Entries: 59,747
Grand Prize WinnerKim Martin
Instant Weekly WinnersWayne Chow
Sebastian SobisJulie Austin
Jocelyn TadeoPamela Vanheukelom
Josefine HerrJosie Tusa
Shelley Gross