The situation

Objectives:
Increase E! brand awareness and drive tune in to E! News in the UK

Campaign strategy concept:
It’s the first time we have advertised E! News in the UK. E! News is a flagship brand that embodies the personality and content of the channel.

E! News has the breaking entertainment stories before anyone else, and we cover them in more detail. The strategy was to leverage this key competency.

Core message:
“We were there, were you?”

It invites viewers to be a part of and to get the latest breaking news stories first, on E! News.

The spot features this year’s biggest celebrity news stories as covered by E! News: Britney meltdown, Eva Longoria & Tony Parker wedding, Guy Richie & Madonna divorce…

Objectives and target group

E! viewers and non viewers, celebrity seeking individuals.

Women 18-35 have been proven to be the most receptive to the E! programming, however in order to get the maximum reach we selected a broad range of media (TV, Radio, Outdoor, Print & Online).

The strategy

We chose a broad range of media to maximize the reach throughout the day. This increases the number of “touchpoints” where the consumer experiences our advertising, magnifying the impact.
i.e. During your journey to get to work you would potentially see our ad in the free newspaper “Metro” and on the Digital Escalator Panels (DEPs) in London underground, you would then see the ad again on your journey back while reading the free newspaper “The London Paper” and again on the DEPs. Once home you could see our ad on TV or while listening to the radio.

• Online – Video MPUs (17%)
Duration: 2 weeks
Sites: Non celebrity/ showbiz sites to maximize stand out – Gorilla Nation websites focused at female audience (i.e. thehollywoodgossip.com; beyondhollywood.com; the fashionspot.com), MSN, Facebook

 Social Media Widget
Viral widget that lives in social media pages and serves the latest E! News video. It clicks through to the E! channel website eonline.com

• Outdoor – Digital Escalator Panels (16%)
Duration: 2 weeks
Sites: Key underground stations central London

• Print – Integrated ads (19%)
Duration: 5 days (1 week)
Publications: Metro (AM) and London Paper (PM) – Free daily newspapers (in the celebrity / gossip section of the papers)
Sites: Metro is distributed in London, Birmingham and Manchester and has a circulation of 1m. London Paper is only in London and has a circulation of 300k.

• TV – 20 sec, Cable & Satellite Channels (35%)
The channels have been selected by affinity with our target market (women 18-35/celebrity seekers) and also by audience share.

• Radio – 20 sec & 10 sec radio spots (13%)
Duration: 2 weeks
Networks: Capital (London), Kiss (Manchester), Galaxy (Birmingham & Manchester)

Execution and implementaion

E! News is the show that best illustrates our positioning statement: “E! is the ultimate destination for entertainment fans who crave the latest on celebrities, entertainment and Pop culture.”

With E! News, viewers can catch daily breaking entertainment news they crave and therefore we use as the main vehicle to keep promoting the overall E! brand in the UK market.

The budget

The core aim was to deliver a campaign that truly represents our brand and that encourages tune in.
All creative have been built around the strap line / core message “We were there, were you?”
It does relate to our previous campaigns as it keeps positioning the E! channel as the first destination for entertainment.

The measurement

• Utilizing innovative media gave us an impactful canvas to promote E! News and our channel
• Since the media we selected is very current and immediate, it was the perfect location to make our news stories stand out
• We chose the most compelling news stories of the past 6 months to capture people attention
• We successfully positioned ourselves as THE authorative source for celebrity news.