Comedy Central - Facing the Romanian Reality
Campaign: Facing the Romanian Reality
Client: Viacom International
Brand: Comedy Central
Submitted by: DDB România
Background/objectives:
Comedy Central Extra is changing its name to Comedy Central with the aim of also airing in the future more local content in Romania, plus present new shows or new episodes of its main comedy series.
We want to use the September month not only as a momentum of change but as a way of driving new interest to the Comedy Central brand and REGAIN BACK OUR REACH while succeeding in BEATING THE LAST OVERALL GROWTH WE HAD IN TERMS OF RATINGS AND SHARE AND GROW EVEN MORE.
Strategy:
Romania is as any other European country. NOT!
We have a lot of things that make us unique and almost all of them coming from 1: our relationship with the rules; 2: our Orthodox-Balkan customs; 3: our local strange or genuine habits or facts
Comedy Central is coming to Romania, facing the Romanian Reality.
Results:
1) We got to an average daily reach (RCH ’000) of 152,576 instead of the wanted 140,000.
2) We not only increased the average minute rating (AMR ’000) with +50% but with +170% from 3,060 before campaign to 8,273 after campaign (and we grew 15 times more than the last growth, which was +11%);
3) We not only increased the market share (SHR %) with +50% but with +163% from 0,32% before campaign to 0,85% after campaign (and we grew 15 times more than the last growth, which was +29%);
RADIO
Brian & Kenny Missing Due to Romanian Reality
OUTDOOR
Brian and the Stray Dogs
Kenny and the Funeral Cake
INTERNET
Banner with digital video 1
Banner with digital video 2
Online page branding
