Premiere at ProSiebenSat.1: First cross-national campaign SevenOne Media launches a cross-linked campaign with Procter & Gamble to be aired on ProSieben/ Parallel implementation of the concept on channel TV2 in Hungary
Munich, April 10, 2008.
Consumer goods producer Procter & Gamble implements its campaign for the well-known competition “Men’s Challenge” in partnership with the ProSiebenSat.1 Group in Germany and Hungary. SevenOne Media puts this concept into practice for the second time in Germany; however, it is the first time for the marketing department of ProSiebenSat.1 channel TV2. By implementing the “Men’s Challenge 2008” campaign, which will be aired in both countries in April and May, the ProSiebenSat.1 Group is exporting a successful German advertising campaign into another country of the group for the first time. The Campaign in Germany With its brands Braun, Gillette Fusion, Wellaflex MEN, Shockwaves and Head & Shoulders for men and by means of its cross-linked advertising campaign, Procter & Gamble invites the audience to take part in its competition “Men’s Challenge 2008”. The campaign produced by SevenOne Media and Procter & Gamble combines TV, online and viral marketing. In addition to that, a testimonial supports the image effect of the competition’s slogan, “Men may do everything but surrender”. However, even before the official kick-off on April 11, 2008, Procter & Gamble is counting on viral marketing. For this purpose, the company is airing the “Video of the day” on the online website MyVideo.de. In addition, a TV spot featuring ProSieben host Daniel Aminati is broadcast with the invitation to take part in the “Men’s Challenge 2008”. Simultaneously to the TV campaign, Procter & Gamble is airing a variety of online advertisements on prosieben.de. These advertisements provide links to the “Men’s Challenge” website where users can apply for the competition. Besides, the consumer goods producer plans to publish the so-called Event Newsletter this year, which is expected to lead to further benefits. Using the newsletter allows the company to specifically address its target group of men between 20 and 49 years of age via mail. The Campaign in Hungary In Hungary, “Men’s Challenge 2008” was launched on April 1, 2008 under the same slogan “Men may do everything but surrender”. The challenge and its supporting brands Duracell, Old Spice, Head & Shoulders, Braun, Gillette Fusion and Oral-B are addressing the same target group as the German competition and are therefore also the main focus of the advertising measures. As part of the campaign, classic spots featuring TV2 host Nóra Szekeres will invite people to take part in the competition. Besides, Procter & Gamble relies on sponsoring by the daily boulevard magazine “Aktiv” as well as the weekly science magazine “Magellán” in Hungary. At the same time, the consumer goods producer is the sweepstake partner of the shows “Aktiv”, “Magellán” and the morning magazine “Mokka”. Parallel to the German campaign, Procter & Gamble also advertises on the website of the Hungarian TV channel TV2, both on the landing page as well as on all relevant sub-pages. Banners placed there provide a direct link to the Hungarian website of the “Men’s Challenge 2008”, where users can sign up for the competition. Dr Andrea Malgara, Managing Director Marketing SevenOne Media: “The cooperation with Procter & Gamble in two countries rewards the commitment of the colleagues throughout Europe who support the coalescence of the ProSiebenSat.1 Group. At the same time, it also confirms that an advertising concept can be successful in different countries, despite different legal situations and conditions in the advertising market.”
Susanne Kunz, Director Media & Communications Procter & Gamble Germany, Austria, Switzerland: “Our goal with the Men’s Challenge 2007 was to intensify the interaction with our male target group in an innovative and thrilling way. The success of last year’s concept motivated us to continue the Men’s Challenge in 2008 with the established modules as well as completely new ones like the Event Newsletter. We are happy that last year’s success inspired our colleagues in Hungary to a reapplication of the event.”
Krisztián Kovács, Commercial Director, TV2: “In the past few years we have had several successful integrated partnerships with P&G’s brands related to TV2 programs (e.g. Herbal Essences – Desperate Housewives). We are glad that in 2008, P&G chose TV2’s Brand Care Tailored Solutions again to promote the large scale Men’s Challenge multi-brand campaign. It is a great honour for us that after the success of the German initiative, we were the first to adopt the idea on a new market, thus taking the cooperation between P&G and ProSiebenSat.1 to an international level.”
Zsolt Karancsi, Spokesperson, Procter & Gamble Hungary: “When we decided to offer Men’s Challenge to Hungarian consumers, we obviously tried to reapply the model from Germany in its full potential. We approached TV2 as part of the ProSiebenSat.1 Group to further build on the successful cooperation of P&G and ProSieben. What we agreed on is an innovative multi-channel advertising format. This is a new form of partnership that will improve the efficiency of marketing communication.“
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