Philips Shavers, Eurosport and AT&T Williams F1 Create "The Factory"
Built around the AT&T Williams F1 team, Eurosport has developed a tailor-made TV series, "The Factory", in an innovative documentary format, a 'docu-soap', a departure from the traditional linear documentary. First episode of "The Factory" will broadcast on April 24th. The docu-soap concept brings unique insight to all motorsport and F1 enthusiasts and a glimpse into the personalities and lives of the people 'behind the scenes' at the Williams factory in their quest to put the best car on the track and driver on the podium.
"The Factory" docu-soap is a key pillar in Philips Shavers pan-European cross-media campaign on Eurosport's multimedia platform.
10 x 26' monthly episodes will air on Eurosport, supported by a series of 90" F1 vignettes. On air content will be backed by an integrated pan-Euro campaign to run from April to November 2008.
In addition to traditional TV spot advertising, Eurosport has produced on air promotional spot for "The Factory", as well as online MPU's to promote Philips Shavers global competition for consumers to win the chance to drive the actual Williams F1 car, that will be run in parallel to the TV series. The global competition which will be run in 23 countries, is a key initiative to recruit consumers on line, with in store activity and retailer promotions. A central recruitment hub is hosted at www.philips.com/attwiiliams.
On line advertising will boost the on air campaign and run for the same period across Eurosport's network of web sites*.
"Philips Shavers partnership with the AT&T Williams team has yielded significant returns for our shaving business and raised the global profile of the Philips Shavers brand” said Nico Engelsman, Category Leader Shaving and Grooming, Senior Vice President Philips Consumer Lifestyle. “We are proud to be an official partner of one of Formula One’s most successful teams, a team which shares our core values of technical innovation and the pursuit of excellence. Entering into a partnership with Eurosport enables us to communicate this sponsorship to an even bigger audience" he concluded. Philips Shavers were advised by Carat and Vizeum on this deal."
"We at AT&T Williams are excited to open our doors and show F1 fans that building an F1 car is an exciting, organic process that requires dedication and application from all of our 500-strong team. This programme does just that.
As an independent team at the front of the grid, it is central to our partner-focused business model to use innovative methods for keeping our team, and partners, in front of F1 fans. Again, this programme does just that." commented Scott Garrett, Head of Marketing, Williams F1.
Simon Crane, Managing Director, Eurosport Group UK said: “This project represents a truly 360 degree multi-media solution, which will generate both a fascinating on-air programme and great visibility for Philips Shavers and Williams across the Eurosport platform.”
Global Public Relations Philips Shaving
Tel: + 31 20 597 8504
Mobile: +31 62 298 1684
Director International Media Relations
Tel: + 33 1 40 93 81 42
Mobile: + 33 6 68 15 68 34