bTV COMEDY – Co-branding of Main IDs
Client: Froneri Bulgaria
Brand: Magnum
Season: Summer 2017
Channels: bTV Comedy
Communication:
The goal of the campaign is to strengthen Magnum's leadership position as the Iconic Youngster brand in the Partnership category. The communication support for the client Froneri Bulgaria is provided through a specially developed co-branding of the viewers’ favorite comedy channel bTV Comedy, as well as by broadcasting a television clip.
Activities: Special branding on bTV Comedy, TVC
The Magnum brand is integrated into the channel's main IDs through funny product shots of the protagonist - the black sheep. Placed in comedy content that satisfies the need for fun, the character of the sheep creates a positive experience in a new way and builds proximity to the audience, in sync with the entertainment profile of the channel.
Innovative and influential in the context of various fun situations, the black sheep attracts audience attention, promotes brand values and improves all levels of brand reputation.
The unorthodox approach to the overall communication led to an increase in the market share of Magnum ice-cream by 15.40% in 2017, and increased sales by 18% in 2017 compared to the results for 2016.*
*Source: Magnum, Case Study – The Black Sheep Campaign
Contacts:
bTV Media Group
Sales department
Sofia 1463
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 9176 800
Тel. (+359) 2 9156 564
Fax: (+359) 2 9176 886
e-mail: [email protected]
