Diary: The cream of it...
With the onslaught of Big Brother coverage already under way it only seems natural that agencies have jumped onto the reality TV bandwagon. Space created a campaign to support Nivea Body's new Sunkissed Skin brand which involved four teams of two consumers competing to secure the most media coverage in May. The teams were chosen using Pop Idol-style auditions, and featured BBC1 Fame Academy headteacher Richard Park as a judge. Each member from every team received £3,000 and the winning team won £10,000 each. The losers had to have dinner with Simon Cowell and pick up the tab.
Nivea category marketing manager Sam Wright said: "We are literally
putting the success of the launch into the hands of consumers and we are
banking on their ability to gossip.