The message was smoothly integrated into an OT contest. The brand’s media activity, focussed on the programme’s dynamics, allowed us to be present not only during the show, but also rehearsals, TV summaries, talk-show programmes, feature in OT’s Magazine, CD, and the official website. We were able to go beyond an advertising campaign. Touch of Pink became “the show”. The programme shared with the chosen contestant and the audience the brand’s attributes: energy, vitality and empowerment.

The initiative achieved good business and awareness results: almost 5 minutes of TV presence in rehearsals plus 5 minutes on the show broadcast, 118 high equity GRPs; awareness index +500 vs. same month previous year; an increase of 0.2 points in value share vs. same period last year.