#goLOCAL WITH THE NEW FARM

After five successful seasons the largest-in-scale Bulgarian production has established itself as the most inspiring and positive TV show on the Bulgarian TV scene. The Farm unfolds the themes about nature, about the Bulgarian values, traditions, art and crafts and encourages the viewers to return to their roots. The show is not only the definite choice of viewers during the autumn prime time, but it is also marked as the most memorable TV event of 2019 (Market Links). The 360° livestream, which we launched for the final of The Farm was watched by over 144 000 users - almost 80% increase compared to the previous season. This ranked it as one of the most watched videos on YouTube where it was #2 in trending videos for Bulgaria for one week.

The Farm 2020 will return on-air and will naturally partake in the day-to-day lives of all Bulgarians, thanks to the up-to-date concept of the multiplatform content, which will once again be available at all times through all devices. Expect the exclusive online sequel “Life Behind The Farm” with Miron to outperform its great success during 2019, when it reached 200 000 unique views.

The new season will be the perfect context in which advertisers can position various brands with a local communication accent and follow the trend of an increased consumer focus on nature and environmentally friendly products, as a post-effect from the lockdown period.

As a result of the successful campaign a new edition of the emblematic Almanac will be also launched on the market.

Here you can find more details about the communication campaign.

THE ALMANAC |A HISTORY OF BULGARIANISM

Impressive sales results with communications entirely across bTV Media Group

Hit title

In the last season of The Farm, bTV Media Group released the hit title "Almanac: A History of Bulgarianism", which has entered the homes of thousands of Bulgarians. The book was part of The Farm's mission - to unite the Bulgarians and increase national confidence.

Communication

The campaign included many activities implemented entirely on the bTV Media Group platforms - product placement in The Farm and communication in the social profiles of the show - a game and announcement of The Farm events; an advertising spot that we aired on all media channels in which the popular presenters Ivan and Andrey endorsed the edition; and additional PR communication in the digital and radio assets of the media. The events of The Farm, realized in two of the major shopping centers in the country, at which the Almanac was presented, attracted thousands of people. In Plovdiv alone, we welcomed more than 20 thousand people.

Results

By using the proper communication tools, in a campaign implemented by bTV Media Group  together with the flawless distribution of the book, within a month and a half, “Almanac: A History of Bulgarianism“ undisputedly entered the Top 5 of the best-selling books in 2019 for all bookstores.

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]