GSK: ALLI

Credits & Description:

Category: Best Use of Branded Content

Advertiser: GSK

Product/Service: ALLI

Date of First Appearance: Jun 1 2010

Entrant Company: MEDIACOM, London, UNITED KINGDOM

Director: Jon Wilson (MediaCom)

Executive Producer: Francis Baker (MediaCom)

Managing Partner: Chris Binns (MediaCom)

Director: Andrew Niven (MediaCom)

Media placement: AFP - 15x30mins - Channel 4 - 7 June 2010

Media placement: Online Activation - Digitial: MPV's, Pre Rolls - C4 Microsite 4OD Takeover - 7 June 2010

Media placement: Digital Support MPUs/pre Roll - Radio Times, TV Listings, Hotmail - 7 June 2010

Media placement: PR Push - 40 Articles Approx - Daily Mirror - 1 June 2010



Insights, Strategy & the Idea

“FOOD PORN” MAKES YOU FATTER, WE FLIPPED THIS ON ITS HEAD



The nation is obsessed with cooking and food. Perhaps the most obsessed are those who are trying to lose weight. This national obsession has been fuelled by Jamie Oliver, Gordon Ramsey, Nigella Lawson, Masterchef and Come Dine With Me – there has been a 499% rise in TV minutage in the “food porn” genre over the past 5 years.



For the alli audience, cooking is a guilty pleasure and the “food porn” industry has fuelled this, with TV shows and books promoting recipes which are tasty, enticing and beautifully presented, but also extremely high in fat. Alli is a brand that helps you lose weight as part of a healthy diet, so we flipped this trend for high fat food on its head, creating branded content that returned over two times what advertising delivered for the brand.



Creative Execution

COOK YOURSELF THIN!



We partnered with Channel 4 to create a TV show called Cook Yourself Thin, presented by celebrity Chef Gizzi Erskine and airing over 15 weeks across the summer.



The show was not only full of beautiful, gorgeously-prepared highly-enticing recipes that were also low in fat and promoted healthy eating. Every episode also contained a section on the benefits of simple exercises and small dietary changes that can achieve good results.



The show ran on C4 at 2:50 in the afternoon, and was also distributed across youtube and the alli website.



Results and Effectiveness

DOUBLE THE EFFECT OF ADVERTISING!



The activity delivered a sales uplift 2½ times that of advertising, delivering a 100% sales uplift for every 100 GRPs delivered.



The media exposure delivered would have cost three times as much to buy:



We reached 7m adults via TV and 2.4mn online (outperforming similarly scheduled cult hits such as Coachtrip); generated massive PR value (over 40 articles about the show appeared in national press and magazines and Gizzi also appeared on Loose Women (ITV) and Jo Whiley’s Radio 1 show).



And consumer feedback has been excellent.