Creative selling through OneITV collaboration

Published: Tuesday, 21 June 2011, 4:29PM

Our recent ‘Skin Deep’ week on This Morning talked about a range of topics, including cosmetic surgery. The team realised this may be of interest to advertisers.

I pitched various proposals to 'Transform Cosmetic Surgery' and the media agency chose to have an airtime presence, with their ad first in the ad breaks immediately after the ‘Skin Deep’ items.

Cross-collaboration
It was then a OneITV effort to find out what time the ‘Skin Deep’ strands would appear, book the airtime onto the system and re-open the reels for the commercial to be moved to the appropriate break.

The agency thought it looked very clever and they've received 178% increase in enquiries. Plus, the budget they used was previously ring-fenced for a press campaign - it's fantastic that a OneITV team effort helped to maximise revenues.