Adconnection Unveils First 'Second Screen' Integrated Media Campaign for Lovestruck
London. 08 February 2013. Adconnection, the leading independent media planning and buying agency, has unveiled the UK’s first ‘dual screen’ connected media campaign – synchronising TV and online display activity – for Lovestruck.com.
The ‘Lovestruck Here’ dual screen campaign, which launches this Friday 8 February, bolsters Lovestruck’s recent transition into television by serving online display banners and ‘roadblocking’ targeted sites and audiences only at times coinciding with Lovestruck’s TV spots. The campaign capitalises on the UK’s growing ‘second screen culture’, whereby viewers use mobiles, tablets or laptops while watching television.
Online banner ads will be placed on websites relating to the content of the TV programme in question, during – and up to thirty minutes after – Lovestruck’s TV spots. For example, fashion sites will be targeted during ‘Gok’s Fashion Fix’, and home improvement sites during ‘Location Location Location’.
Brett Harding, MD & Co-founder at Lovestruck, said: “This is a key time of year for us, and having a unified, connected approach to advertising will communicate the Lovestruck message effectively. We have been really impressed with adconnection’s strategic approach with this campaign.”
Catherine Becker, CEO at adconnection, added: “By harmonising TV and online advertising in a way that has never been seen before in the UK, we will heighten the impact of Lovestruck’s TV advertising campaign, and maximise direct response rates from potential Lovestruck customers. This campaign was made possible by the work of our in-house trade desk, Adform, who we worked with to develop this technology”
The campaign targets male and female professionals aged 18-40, living in London. The connected media initiative is timed to launch in February, a peak month for online dating.