“Big City Fever“ heralds new Tuesday evening on ProSieben / Coca-Cola light appears as sponsor of the TV- column with Barbara Schöneberger
April 2005
For the start of the U.S. series hit “Desperate Housewives“ ProSieben introduces another new format: “Big City Fever“. The 60-second TV-columne opens the Prime Time on ProSieben every Tuesday evening at 08:13 p.m.. Protagonist Barbara Schöneberger moves through the city jungle reflecting on people, emotions, sex and all those things dealt with by Carrie & co. in the following reruns of “Sex and the City“. Directly afterwards the vicious satire “Desperate Housewives“ dismantles the myth of the American suburb idyll.
SevenOne Media has won the beverage brand Coca-Cola light as sponsor of ”Big City Fever”. The TV sponsoring contains a 7-seconds Opener and Closer respectively. In addition, Coca-Cola light is integrated in all program trailers announcing “Big City Fever“. The promotion trailers include the look & feel of the sponsor for the first time. Both the brand world of ProSieben and the brand world of Coca-Cola light are reflected in the 20-second program references. Media agency is Mediacom, Düsseldorf.
Chris Burggraeve, Division Marketing Director Coca-Cola GmbH: “With ’Big City Fever’ we not only put our brand Coca-Cola light in a unique and innovative way into scene, we also think about an extension beyond the TV- concept in communication channels like online or mobile marketing. ’Big City Fever’ is a further example of the integrated communication of the house Coca-Cola. We carry out the creative, individual measures for our brands in cooperation with all partners involved.“
Jürgen Blomenkamp, CEO MediaCom: “For the effective realization of the integrated marketing concept Coca-Cola light we have developed a tailor-made communication concept together with SevenOne Media, which flexibly responds to the brand requirements. The brand world of Coca-Cola light now gets an ideal platform through ’Big City Fever’.“
Dr. Andrea Malgara, Managing Director Marketing & Research SevenOne Media: “With ’Big City Fever’ we bring an extraordinary innovation on air. Not only the length and the broadcasting time of the format are something completely new in German TV. The visual integration of the sponsor in the program promotion trailers is also based on a completely new approach.“
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