Programme conceived/executed by the media agency. Degree is geared toward high-risk/high-reward situations, the everyday world of “24”’s star character, Jack Bauer. Custom content themed around 24 brought to life a new character within the CTU, “The Rookie,” created from Degree’s brand messaging and positioning. Content lived on a unique 24/Degree microsite that allowed consumers to fully immerse themselves in the high-stakes world of 24 courtesy of Degree. Two short online films, “Coffee Run” and “Mistaken Identity,” and six commercials were the centrepiece of a 360-degree marketing partnership. Content incorporated a Degree logo, brand messaging and positioning, as well as the assets and equity of 24, including the set and the director. The interactive site was also created to allow users to explore CTU and the desk of our Rookie agent. Never before has a unique world and brand extension been created to build off the excitement and thrill of "24".

The Rookie program generated a 30% lift in brand sales, making the brand fastest-growing in the category.YTD share increased by 1.2%, its highest ever.Unaided awareness measures increased significantly.Usage and Purchase Consideration moved significantly vs. 2006.