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.
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
A Givenchy branded dedicated Oscars microsite with news, photo galleries, videos, biographies & competitions which received over 2.3 million hits
Oscars news on the Showbiz pages including Givenchy branding
A full page Oscars competition, including a showcase of the world famous Givenchy spa in Cannes – distributed to over 8 million Sky homes
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
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.
“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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