We partnered with top TV channel NTV and integrated Coldrex into 10 specially created videos showing hidden moments of TV work process.In that ‘hidden camera’ videos 5 top presenters described different product benefits and used Coldrex in different situations: on way to studio, during shooting, technical break, after air.Each presenter’s clip was placed outside of ad block but inside of his own program - before, after or even interrupted the show depending on the content of the video. Context placement strengthened “hidden camera” effect and created perception of realism of Coldrex usage by presenters in real life.

Client was extremely impressed as all communication objectives were perfectly achieved: - TA noticed and remembered clips but didn’t recognize that it was advertising - 1-month campaign achieved 46% prompted ad awareness that was comparable with results of 3 months mainstream advertising but had cost 4 times cheaper!