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CASE STUDY: UM Brokers unique 'Beckham' TV partnership

Provided by UM
UM London help their client Sharpie's Pens turn a 30 sec TV spot campaign into an all together more exciting proposition.

What was the Challenge / Background of the Campaign?

UM London have helped their Sharpie pens client team up with Viacom's AMP division (Advertising and Marketing Partnership) to turn a good old fashioned 30-second TV spot campaign into an all together more exciting proposition. By overlaying existing TV copy with a simple prompt to a competition on a Sharpie website to win a signed David Beckham football shirt (Sharpie being the "celebrity autograph tool of choice"), Sharpie has been better able to engage with the core target market and maximise response. Find out more...

What was the Campaign Objective?

To engage with the core target market and maximise response. The advertisement is a great example of how some media owners are using the downturn to help drive additional value and impact for clients.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kSharpie target audience of students & teenagers
16 - 24
25 - 34
Both
ABC1
C2
Students
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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