The idea for the sponsorship came from the Universal McCann media planning team on the Maybelline account. They were instrumental in negotiating the deal that offered the client excellent value in media terms. They worked closely with the TV3 sales team and McCann Erickson creative department to develop the copy for the stings to ensure brand fit.Execution of the cross station promotion was developed by the media team who managed the press creative concept with the magazine and the final delivery of the prize awarded to the winner.Depending on the subject of each episode, the most appropriate stings were used to complement the brand and programme, e.g.:Episode 19'Aidan asks Carrie to marry him'Sting used:'If love is the answer, maybe someone should rephrase the question!'Episode 15'Big and Carrie break-up'Sting used:'Maybe it's better to lose a lover than to love a loser'Episode 8'Carrie and the shrink'Sting used:'Maybe I should see a therapist. It makes a change from bartenders and waiters'