The strategy was based around the idea that the photos you take tell a powerful story about the character that you want to project; to make this resonate, the strategy tapped into youth’s obsession with celebrity.
Supermarket distribution was essential to achieving a successful sales period, so MediaCom created a partnership between Hollyoaks characters, Asda and Nikon. Buyers of Hollyoaks-branded cameras distributed in Asda could win a part in the Channel 4 show.
Sales of the cameras through Asda increased by 332 per cent over the course of the campaign.
This article was first published on campaignlive.co.uk