Jim TV Print BECOME A USUAL SUSPECT by !noob, 358 Helsinki

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Finland
Agency !noob
Agency 358 Helsinki
Creative Director Ale Lauraeus
Art Director Tuukka Tujula
Copywriter Anna Lundqvist
Producer Petra Yli-Hemminki
Released January 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: JIM TV CHANNEL
Product/Service: THE POLICE TV SHOW
Agency: 358 HELSINKI
Creative Director: Ale Lauraéus (358 Helsinki)
Art Director: Tuukka Tujula (358 Helsinki)
Copywriter: Anna Lundqvist (358 Helsinki)
Graphic Designer: Mark Nurmi (358 Helsinki)
Producer: Petra Yli-Hemminki (358 Helsinki)
Client Team Director: Kimmo Tupala (358 Helsinki)
Media placement: Facebook application - Facebook.com - 9 January 2012

Describe the objective of the promotion.
The Finnish TV channel Jim’s most popular series, The Police, continued with the fourth season’s new episodes in January 2012. The Facebook app was created to attract more people to the large Facebook page of The Police, and to promote the new season to the series’ old friends.

Describe how the promotion developed from concept to implementation.
Users of the Facebook app made thousands of mugshots, and promoted The Police reality series by posting them to their Facebook profile. The number of Facebook page members doubled during the first week of the campaign. All in all the mugshot app tripled the number of members and increased the fan community with thousands of people.

Explain why the method of promotion was most relevant to the product or service.
The Police series’ Facebook page was already considerable from the start and part of our brief in marketing the fourth season was to make it even bigger. Users of the Facebook app made thousands of mugshots and posted them to their own profile. By engaging the series’ Facebook community with a fun application, we got the fans themselves to promote the programme and the new season. The method turned out to be both cost efficient and hugely popular.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The number of The Police series’ Facebook page members doubled already during the campaign’s first week. All in all the mugshot app tripled the number of members and generated thousands of new fans for the programme. From about 10,000 fans the group grew to the current almost 30,500 fans.
The commercial viewer percentages of the TV channel Jim as well as the viewer ratings of the programme grew significantly from the previous year. The average number of viewers per programme grew to 262,000. This is an excellent result for any Finnish TV channel.