Water Talkers

TV Sponsorship

by
Janet Bradley
Janet Bradley | Mar 16, 2015 | in Water Aware

I was thinking about how some brands are becoming better known by sponsoring a TV show - maybe a popular soap, or TV Drama. Around each start and end of the adverts within the programme, there are a series of shorts, just a few seconds which highlight the brand - often presented in a funny way - like the 118 guys!

How about if there are water awareness adverts sponsoring a TV programme - with each short showing something like a toilet overflowing (due to something unflushable being put down the toilet), or sinks overflowing due to fat being put down, or even pictures of fat bergs - but all presented in a way that doesn't turn off, will get the message across and will still leave the viewer feeling positive.

I don't watch Coronation Street, but I do go and look at all the Meerkat shorts that they put up! So, if something is amusing, it will draw people, so if this could be done in an amusing way it would be brilliant.

Janet Bradley Mar 16, 2015

This is what ITV says about TV sponsorship - so even if only a short series is sponsored it would help build awareness.

  • Deliver stand-out in a cluttered market
  • Build brand fame
  • Raise awareness
  • Shift brand perceptions
  • Influence purchase decision
  • Guarantees a prime position and maximum visibility to your chosen target audience.

 

Louis Allen Mar 16, 2015

thats a great order to awareness and resolve the problem

Kathryn Leaning Mar 16, 2015

I don't tend to watch adverts, if its something humorous my friends usually tell me and I look for it on youtube so I do get to see it at some point.  A sponsorship is good as it will target a lot of people. 

Janet Bradley Mar 16, 2015

I don't tend to watch TV ads either - but these are the ones which start and finish a programme - you often manage to get a glimpse of them. It is the point where if you want to watch the programme, you are more likely to see them - that is why they are valuable slots within the advert period.

Louis Allen Mar 24, 2015

that would be agreat idea in a soap

George Richardson Mar 16, 2015

Now if they said this film is brought to you courtesy of------ with a quick 30sec info.spot before and after they may just capture a lot more viewers. Though with multi-channels huge viewing figures are a thing of the past.

Janet Bradley Mar 16, 2015

Maybe include the ads on the DVDs too!! I think that multi pronged attack by water companies is necessary. With each drive they will pick up different portions of society.

Louis Allen Mar 16, 2015

If it was quite a humurous advert people would tend to notice and spread it more

Janet Bradley Mar 16, 2015

Yes, I had in Mind using humour.

Andrew O'Connor Mar 17, 2015

would be great way to raise awareness

Katie100 Mar 19, 2015

OK - well, we all have to think of a really appropriate programme - there must be something that would go together with this theme...Splash?  The Million Pound Drop?  (Geddit?)

Janet Bradley Mar 19, 2015

Shame Blockbusters isn't still on!! :-) Great one to sponsor!

Katie100 Mar 19, 2015

nice one!

Louis Allen Mar 19, 2015

good one KatieW

Andrew O'Connor Mar 22, 2015

haha love it!

Louis Allen Mar 24, 2015

Showing them in soaps is a good idea as millions watch them

View all replies (5)

Janet Bradley Mar 19, 2015

I don't watch Eastenders or Coronation Street - but was just thinking, I wonder if the water companies could persuade one of them to have a story line about a fat berg, or a really bad sewer issue, and the consquences to the neighbourhood! Loads would watch it, and it would get the message across!

Katie100 Mar 22, 2015

Yes you can really see some silly new employee at the cafe/pub pouring fat down the sink - they could do it like a really slow build up.

Janet Bradley Mar 24, 2015

That's true, or the Queen Vic deciding to use wet wipes for cleaning tables, and then them being dumped down the toilet.... plumbers come along, water board engineers come along, the square gets dug up.... everyone is inconvenienced due to the water being turned off..... everyone starts arguing about it (this is the reason I don't watch these programmes as they always end up in arguments, but it seems many love this type of programming!)

Louis Allen Mar 24, 2015

Great idea

 

View all replies (3)

Chloe Booker Mar 20, 2015

As we're now getting into developing these ideas... could you have a think about what would need to be on the short advert? Aster1x mentioned the below. And Louis mentioned humour. Any more detail? What do you think the adverts could show to really have impact and trigger a reaction in the audience to encourage them to think about water? Weird, wonderful and wacky ideas welcome! 

How about if there are water awareness adverts sponsoring a TV programme - with each short showing something like a toilet overflowing (due to something unflushable being put down the toilet), or sinks overflowing due to fat being put down, or even pictures of fat bergs - but all presented in a way that doesn't turn off, will get the message across and will still leave the viewer feeling positive.

Andrew O'Connor Mar 22, 2015

i think the more powerful the better, try to make people feel guilty that they are contributing to these fatbergs and then can have others one with short and snappy facts and a cartoon character to show you 'how to save the world's water' 

Louis Allen Mar 25, 2015

maybe something like a family with children in a cartoon scenario and they are called the drips, the advert then shows different taps dripping, the kids then flooding the toilets and the bath overflowing, with an injection of humour and some statistics of water wastage in these areas.

Janet Bradley Mar 25, 2015

Great way to portray Louis - I am very much of the mind that more could be achieved if it was in a cartoon format.

View all replies (3)

George Richardson Mar 22, 2015

That would be the way to go.Shock tactics,as used in the stop smoking campaign,and the Aids campaign. They both had some impact. Water companies strong adverts  while sponsoring Films or Soaps.

Katie100 Mar 22, 2015

I think those spnosorship inserts are very short - I suggest something like

quick shot of horrible fatberg - with VO of cost of clearing it

Quick shot of someone pouring fat down the sink - VO says You can play the baddie...

Quick shot of someone wiping fat out of tray with tissues and binning them VO says: or someone more sympathetic...

Water, what's your storyline?

something like that?

 

Andrew O'Connor Mar 22, 2015

good idea Katie, could finish by saying what's your excuse? if in doubt chuck it out.

Janet Bradley Mar 24, 2015

I like the idea of this being done by means of cartoons - so you aren't actually seeing the horrible stuff.

Does anyone remember Calvin and Hobbes - a child and his stuffed tiger... always getting up to mischief! He did things like make huge tidal waves in the bath, causing mayhem in his imaginative mind... but causing mayhem in real life too!

So, we could have such a cartoon kid with a naughty imagination taking wipes, and flushing them down the loo as he wants to clean the loo properly, as he saw an advert that said that wipes take cleaning to a new level..... the new level he then sees, is the plumber, and his parents dealing with the mess!

His mum then tells him to do the washing up, do a good job and get everything clean.... pop up idea caption sees him clean everything in the bath.... he pours down all the waste food, fat, and has an overflowing bath, and eventually fat bergs growing under the house.

I sort of feel it would work in cartoon form better, as you can use idea bubbles to convey thoughts and consequences.

 

Louis Allen Mar 25, 2015

some good ideas there aster 1x

mark burns Mar 25, 2015

think this is a fabulous idea, or maybe after the local news and weather they could do this too, my local news is sponsored by united utilities i think it would be a fair swap by replacing it 

Janet Bradley Mar 25, 2015

That's a good idea around the news... or even around the weather would be good.

George Richardson Mar 25, 2015

Love your cartoon idea about the drips louis.

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