Givenchy and the Oscars:


The Annual Academy Awards (aka ‘The Oscars') are the zenith of elegance, glamour, fun and prestige and Sky's integrated coverage offered Very Irresistible Givenchy extensive reach and unique cut-through.

2006 marked Sky's 2nd year of exclusive coverage of the Annual Academy Awards.  The deal brokered by Team UK Media, gave Very Irrésistible Givenchy a complete sponsorship opportunity that extended their association with the ‘Greatest Show On Earth' across all platforms. The Oscars were celebrated with a stellar showcase of programmes and extended the viewer experience with content tailored for online, interactive enhanced TV, digital text, press and mobile.

Sky Media worked closely with Academy of Motion Pictures Arts and Sciences® (A.M.P.A.S.) to allow Very Irrésistible Givenchy to fully activate the sponsorship using the (heavily regulated) official assets.

Objectives

  • To increase spontaneous awareness of Givenchy amongst ABC1, 25-54 females
  • To be associated with a highly relevant sponsorship vehicle
  • To increase likelihood of purchase of Very Irrésistible Givenchy
  • To convey Givenchey's brand values to the target audience
  • To be able to leverage the programme association across many different media

Carry on reading the full case study below or download the PDF version


The Execution


Broadcast Sponsorship

  • Live, uninterrupted coverage of the 78th Annual Academy Awards on Sky Movies
  • Showing of 16 of the greatest Oscar-winning films, including the network premieres of Million Dollar Baby on Sky Movies
  • Sky Movies produced series of short-features surrounding the Oscars
  • The Biography Channel broadcast ‘And The Winner Is...' the definitive guide to the lives of 20 of the best loved Oscar-winning stars
  • Sky One broadcast extended highlights of the awards which was also repeated on Sky Two & Three
  • Sky News provided Oscar news bulletins in the run-up to the live event as well as winners' news and reactions.

All programmes were sponsored by Very Irrésistible Givenchy using sponsorship credits created in-house by Sky Creative Agency. In total, over 4000 Academy Award promotional trailers were aired - combining to reach over 60% of all ABC1 Women in multi-channel homes.

Sky Mobile TV
Oscars Reports on Sky News Mobile TV - sponsored by Givenchy

Interactive Enhanced TV
Exclusive interactive competitions with links to Givenchy product information - over 18,000 competition entries were received

Online
A Givenchy branded dedicated Oscars microsite with news, photo galleries, videos, biographies & competitions which  received over 2.3 million hits

Text
Oscars news on the Showbiz pages including Givenchy branding

Sky Magazine
A full page Oscars competition, including a showcase of the world famous Givenchy spa in Cannes - distributed to over 8 million Sky homes

Beyond TV
Very Irrésistible Givenchy's press advertising also carried sponsorship accreditation of the Oscars. Sky Movies and Givenchy partnered with The Times to create an exclusive Oscars night party. Invitations were co-branded and Givenchy installed a fragrance & makeover concession offering guests makeovers and goody bags featuring samples. Givenchy extended the association by transforming in-store counters with an Oscars theme          


Insight

In March 2006, in the week immediately following The Oscars, 465 face to face street interviews were conducted. All interviewees were ABC1, 25-54 females, of which 75% had watched The Oscars and 25% had not.

  • Awareness: Spontaneous awareness of Givenchey advertising was nearly 3 times higher among viewers of The Oscars versus non-viewers
  • Association: 92% of viewers of The Oscars perceived the sponsorship to be appropriate
  • Purchase Intent: 70% of viewers cited Givenchy as a brand that they would buy, as opposed to just 55% amongst non viewers
  • Brand Values: The main messages conveyed by the sponsorship were aligned with Givenchy's brand values. The four most mentioned being:  
    • Givenchy makes you irresistible
    •  Givenchy is young
    •  Givenchy is fun
    •  Givenchy is an elegant perfume
  • Sales: Went up 30% during and immediately after the sponsorship period

"Our collaboration with Sky has been excellent. They have really understood the brand values and we have particularly appreciated their in-house production service. We had very positive feedback from across the fragrance and cosmetics industry. Very Irrésistible Givenchy was the first fragrance brand to do a sponsorship on television and we have noticed that a few competitor brands are now beginning to follow our steps.."

Kareen Lafon-Levacher, Marketing Director, Parfums Givenchy

 

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