CMD05
- 1. Chuya Ikeda Miki Hyogo David Bailey SKY Product & Market Background SKY. Election fever is a global phenomenon and during the month building up to the US election, the thirst for presidential and election based programming will peak. Advertising Objective (problem to solve) The campaign is aiming to capture the zeitgeist of popular interest in the build up to the most historical US election of our life time. BBC and CNN are typically perceived as more trusted sources for political programming. We need to convince the audience that no other network has such a great wealth of programming and comprehensive coverage as Sky. For the more casual viewer we need to show them Sky has entertaining and topical programming on the subject, featuring popular shows such as 24, the Simpsons, and that this event and season will be the most talked about thing this year. Target Market Group / Audience Men and Women 18 – 45. But this advert will appeal to older audiences as well. Proposition / Promise Benefit Gain more popular interest amongst younger and less typical news viewing audience, as well as catering for the politically aware viewer in a more comprehensive fashion. Watch Presidential season programming. See Sky as Serious alternative to the BBC or CNN for election coverage. Proposition Support Points This is a unique opportunity for Sky to offer topical, educational entertainment with broad appeal. High lighting Sky’s ability to offer intelligent current affairs shows in an accessible format.We can capitalize on the tide of interest as it reaches fever pitch to promote the upcoming season of “24” as well as “Lions for Lambs” premiere. With the on air campaign will be running 2 main promos. One will be more mainstream/light hearted tone, featuring shows like “The Simpson’s”, films like “Dave”,“Independence Day” etc. There will also be a vote for your favorite fictional and real president competition.This will be used online and threw the green button interactive TV promos, with a 1st prize of a visit to Washington DC, courtesy of Sky Travel. We will make use of the star spangled banners for idents, bumpers etc. during the featured programming. Ideally we are looking to get some special intros to the programming. For the more serious scheduling Al Gore, and for the more light hearted stuff Monica Lewinsky. Tone of Voice The other a more serious tone.With the History and Biography channel shows, as well as films like “All the President’s Men”,“JFK” etc.There will be a 60’ generic promo, and 2 x 30’ promo’s. Media Any, fake Presidential Election/Party Political broadcast ads on radio, to promote the presidential season. Timing Early October 08 build up election PRESIDENTIAL TAKE OVER SEASON 5
- 2. Chuya Ikeda Miki Hyogo David Bailey Palmer in 24 SKY The poster campaigns will mimic the actual poster campaigns used by the Democrat and Republican Parties; but feature famous actors such as Martin Sheen in “The West Wing” or Tom Cruise in “Lions for lambs”. The Colours are very striking vivid and eye catching, we intend to run them extensively on billboards, in Underground and rail stations PRESIDENTIAL TAKE OVER SEASON
- 3. Chuya Ikeda Miki Hyogo David Bailey Jasper Irving in LION FOR LAMBS “ The presidential candidates “ Nixon in NIXON Jack Station in PRIMARY COLORS SKY PRESIDENTIAL TAKE OVER SEASON