Brands and Nikolaos Tsitiridis Talk Tête-à-tête On bTV’s Late Night Show

Each late night offers a new challenge, which offers a great opportunity for brands to join in

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In the new season of the "Nikolaos Tsitiridis Show" in line with the changing profiles of the audience, the media successfully established a thematic weekly structure of the show where every day follows a certain concept - "Star Games on Monday", "Party Tuesday", "Comedy Wednesday ","Online/Digital Thursday" and "Sexy Friday". The brands, integrated in the right context and in an authentic environment, get a bigger and more memorable exposure, thus strengthening both the concept of the show and their own identity. And the concept of individual days sets a clear key to the opportunities for the presence of advertisers, which opened the door to the realization of several notable brand integrations in recent months.

Samsung The Sero - the maniac of "Online/Digital Thursday"

We implemented the integration of a Samsung The Sero television set on the thematic day "Online/Digital Thursday", when the episode is dedicated to life on the Internet and social networks and the phenomena that affect the show. The Sero took a central position in the studio, where it became one of the main characters in the show, taking part in all the activities and games provided in the episode. Nikolaos showed the impressive possibilities for connecting and controlling the TV directly from his phone, as well as its movement in horizontal and vertical mode, which we showed through a virtual tour of the homes of the guests of the show, actresses Luiza Grigorova and Vesela Babinova on the screen of The Sero.

We used a stopwatch from a smartphone directly on the TV to time a competition. And we showed the full potential of The Sero's vertical mode via social media - in the fun game "Guess the word" the actresses and the host one after another chose a fun filter that changes their faces from the application "Snapchat" and uttered words that the others had the task to they guess without hearing and watching on TV.

We also enriched the brand's presence with Samsung The Sero graphics, woven into a beautiful animated video screensaver, visualized on a TV screen in general panoramic shots of the studio when not participating in activities.

In addition, Nikolaos Tsitiridis became an ambassador for Samsung The Sero in his personal Instagram profile through a video showing the product's functionality, as well as through a series of behind-the-scenes teaser stories before positioning in the show.

Box of secrets protected by "Groupama Insurance" in "Star Games"

 

Every Monday we organize a competition between two teams of stars who take part in various challenges, some of which are "risky", challenging and even moderate for the participants. The "Box of Secrets" game, in which the participants have to guess the contents of a box just by touching it without seeing it, proved to be a suitable context for positioning "Groupama Insurance" as a brand that protects those who risk opening a box from the potential dangers in it. The integration is realized through branding of one of the boxes in the game, as well as through verbal integrations in the monologue, the final announcement and the conversation between the host and the band and a fun prize for the winning teams - protective helmets with a sticker of "Groupama Insurance" referring to the product car insurance.

The sexy series of Answear

 

For the brand Answear, an online shopping platform, we realized an extremely interesting and memorable integration in the form of a series in the so-called cold open video segments - short skits between 1 and 2 minutes, broadcast before the show at the discretion of the authors and in a suitable context.

For five consecutive days from Monday to Friday, these skits were dedicated to the life of the band behind the scenes of the show. Three of those skits focus on the desire of the beautiful singer Tsveti to always be dressed in accordance with the latest fashion. First she is forced to order herself clothes for the show because the stylist is late, then she buys a new dress to impress the fans, and finally she forces two of her colleagues to buy her new clothes, so she can choose with whom to go to dinner. In all three episodes, a flirtation develops between Tsveti and the Answear delivery man, which ends with the two finally leaving together.

The "cold open" video segments are extremely attractive, both because of their fun scripts and because of their position at the beginning of the show after the highly rated prime-time program before the show. They are a great opportunity for brands to tell their story in an exclusive, premium position across bTV's evening program.

And for the more direct positioning of Answear we found a logical and attractive niche in our "Sexy Friday", where we realized a reality segment in which our night reporters - actresses Sofia Bobcheva and Borisa Sarafova - find on the street young people dressed in a more basic or plain style and turn them into seductive, stylish and sexy people with the help of Answear clothes. The venue of the column is a fashion photography studio, and the impressive change takes place behind a branded illuminated screen. In the two episodes of the reality segment, broadcast on two consecutive Fridays, we showed the transformation of a girl and a boy in the age range of 20-25 years.

The show reveals endless opportunities for positioning brands inside and outside the studio, in various formats, with and without the participation of the presenter.

The spectacular and fun verbal integrations in the presenter's remarks can be realized in an interactive cut-in, as well as in sync with augmented reality.

To achieve even better results, the positioning can be upgraded with thematic communication in the personal profiles of Nikolaos Tsitiridis on social networks.

Our team is available to assist you with attractive ideas for fresh and fun integrations.

 

bTV Media Group
Sales Department
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National Palace of Culture, Administrative Building, 11th floor
Tel. (+359) 2 9176 800
Fax: (+359) 2 9176 886
e-mail: [email protected]