Client: O2 and O2 Academy
O2 is introducing a new multi-channel campaign around E4’s youth drama, Skins in support of the newly rebranded O2 Academy venues.
The campaign stars a comedy pair of O2 Academy staff who are obsessive music fans. The characters are introduced in the TV idents during Skins. This is just the start of the experience; within the idents are clues and pointers which will lead viewers to the world of Zac, Jim and the elusive Big Dave.
The campaign produced by VCCP breaks during episode one of Skins on Thursday 22 January.
The idents follow the antics and converstations of Zac and Jim as they indulge their passion for music behind the scenes of an O2 Academy. Within the idents they will refer to Big Dave, their mate who always seems to manage to get his hands on the hottest tickets.
Whilst we never meet the well-connected Big Dave, viewers can discover more about him online where they might also find an email address to contact him on: when emailed he will give details of how to get hold of Priority Tickets.
The characters will feature on Myspace and they will also have their own webisodes on the Skins website where they will interact with the programme’s stars and some of the artists who feature in each episodes.
Michael Sugden, VCCP, stressed the importance of the intregation through different channels, “We know that the Skins audience are often watching whilst enaging with numerous other mediums and they love campaigns which create and reward intrigue.
“Skins is a cult TV series for the youth market who are also a key target audience for the O2 Academy venues,” said Shadi Halliwell, head of brand communications at O2. “It gives us the ideal opportunity to raise awareness of the O2 Academy sponsorship with this key audience.”
Media planning and buying was handled by Zenith.
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