Garnier becomes principal sponsor of Comedy channel’s ‘Balls of Steel Australia’ and launches integrated campaign featuring John Burgess
Multi Channel Network (MCN) today announced the launch of an integrated campaign, for Garnier Men Mineral Deodorants in an exclusive tie-up with the Comedy Channel’s Balls of Steel Australia.
Garnier has signed as the principal sponsor of the hit series – the Comedy Channel’s highest-rating program.
The 10-week campaign, targeting males aged 16-39, will launch on January 29th. Game show legend, John Burgess, joins the Balls of Steel Australia cast in its second series and will also be the new face of Garnier Men Mineral Deodorant.
The campaign will include a series of specifically-targeted TVCs, as well as a satirical stinger and billboards. The creative will feature John Burgess, and shot by The Comedy Channel on the Balls of Steel locker room set.
There will also be extensive online integration, with Garnier taking on sponsorship of the new Comedy Chanel website and Balls of Steel Show page. Integration will include production and scheduling of behind-the-scenes content taken of Burgess on set.
Additional online content will be available on the Garnier website from February 15th, with further viral seeding across social media sites such as YouTube and Facebook.
Burgess will also feature in online display, print and point-of-sale advertising throughout selected publications and major retailers across Australia. In-store activity will commence in March.
Further promotional activity will include the distribution of co-branded DVD samples of the first episode of Balls of Steel Australia Series 2 which will be tipped onto Zoo Weekly – the number one men’s weekly magazine in the country. Brought to you by Garnier Men’s Deodorant, the DVD tip on will be available in stores, January 30th.
MCN Strategic Integration Director, Elizabeth Minogue, said: “Balls of Steel Australia will be back on screens January 31st with new guest comedians and characters, and new stunts that will continue to surprise and entertain audiences. Just as John reaches new audiences with his appearance on the show, Garnier will also benefit from the 16-39 year old male consumers who are avid Balls of Steel fans.”
Minogue added: “The integrated approach of this campaign will see viewers rewarded with exclusive content online; while a co-branded DVD of the Comedy Channel’s Balls of Steel will be placed in the hands of ZOO Weekly readers, predominantly made up of 18-34 year old males. In-store promotions will also provide Garnier with the opportunity to get in front of consumers as they’re shopping.”
Garnier brand manager/Garnier Men Deodorant, Tim Plant, said: “The fun, blokey humour of Balls of Steel is a perfect fit for our new Garnier Men Mineral Deodorants and our key message ‘Don’t sweat the small stuff’. Garnier Men’s deodorant provides 48 hour non-stop protection even under extreme conditions, so you don’t have to sweat the small stuff and you can get on with enjoying life. Garnier’s association with Balls of Steel and John Burgess’ addition to the cast will provide great cross promotion opportunities which we will be capitalising on.”
The campaign was devised in collaboration with Garnier and its media agency UM, together with MCN and FOXTEL Channels Group.
The second series of the Comedy Channel’s Balls of Steel Australia will commence Tuesday, January 31st 9:30pm.
Credits
TVCs, stinger and billboard produced by The Comedy Channel
Directed and written by Comedy Channel creative director Anthony Warrington
Produced y Samantha Allison
Online video and display, POS and print material produced by Mojo Melbourne
3 Comments
Someones’ been watching funny or die.
Baby John Burgess has been dead for years. That’s very cruel to re-animate his cadaver.
Yes I agree with John-Michael, let the dead rest in peace.