We are pleased to announce that Sky Media and Lifetime, in partnership with MEC and Colgate, won the TV Sponsorship award at the UK Sponsorship Awards 2017, against stiff competition.
The partnership between Colgate’s Max Whitening Pen and Lifetime’s hit show, Britain’s Next Top Model, was a natural fit, and encompassed linear TV Sponsorship and targeted Product Placement. Activated across numerous platforms and channels, it successfully positioned the product as a beauty ‘must have’, demonstrated through significantly increased brand awareness, consideration and, ultimately, product sales.
The judges agreed that sophisticated activation across multiple media touchpoints enabled Colgate to engage with its audience to successfully educate consumers in how to use the Max White Toothbrush Plus Whitening Pen.
Not only did the campaign create product advocates, it demonstrated efficacy through content. It also built excitement, thus generating competitor standout and achieved a significant increase in purchase intent.
For more information, please see the Colgate Case Study
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