ALPEN Grey's Anatomy Sponsorship

This campaign required a high quality and robust concept that would raise awareness of the product, position the Alpen brand perfectly for the LIVING audience and have longevity for the yearlong sponsorship. It also required a singular creative thought with a good fit across LIVING’s 3 priority programmes - Grey’s anatomy, Cougar town and Private Practice.

By truly understanding the Alpen consumer and the audience for these high value shows we were able to create an approach where we tonally positioned the brand ‘right next to the viewer on the sofa’, commentating confidently on the content as opposed to projecting outward. The point of view of the female voice was vital - wry humour, a dry ‘in the know’ and TV savvy voiceover gave the spots a playful and irreverent feel. Equally we wanted to use sponsorship and it’s unique proximity to programme content to its best advantage.

The creative forged a strong link between the brand and each of the programmes, allowing us to position Alpen as part of the programme not part of the commercial break, enhancing the viewer’s experience of the shows and not creating another barrier to enjoyment of the content.

The credits were very well received and the campaign was quickly widened to include Channel Five’s season of Grey’s Anatomy as well.