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Our whole team loved working with Eulogy! on the launch of Comedy Central in the UK. Vicky and the team really got our brand and delivered some great results. We are looking forward to working with them again.
Chris Hancox, VP Marketing and Creative Services
Comedy Central
Comedy Central
Bigger, bolder, badder
Originally known as Paramount Comedy, Comedy Central was rebranding to join its ‘bigger, bolder, badder’ parent channel from across the pond. Eulogy! was asked to launch the channel in the UK and help drive the comedy invasion.
Objective
In April, Comedy Central invaded TV screens across the UK with a host of top-notch shows including 2 ½ Men, South Park and cult comedy The Sarah Silverman show.
We were briefed to bring to life the new channel’s personality with a consumer and trade campaign that highlighted Comedy Central’s original and exclusive shows from both sides of the Atlantic and to help build brand loyalty among new and existing audiences.
Objective:
Raise awareness of the new channel and its flagship shows among core 18-34 audience
Description
Eulogy devised a three-month campaign strategy, comprising:
- Series of stories looking at how laughter levels in the UK had been severely affected by the credit crunch: with Comedy Central’s ‘rescue package’ positioned as a solution
- An experiential campaign - Flash-prank Friday – encouraging office workers to inject more humour into their office
- Press office support for key shows like South Park, which was celebrating its 13th series
- Supported by trade campaign profiling key personnel in media and marketing titles
Results
- 128 pieces of coverage achieved
- National coverage includes The Sun, The Star, The Times, Telegraph, Metro and GMTV
- Over 40 pieces secured across online entertainment and youth media to drive viewers to specific programmes
