Date : 12.09.08
Printable version

BBC World News has won the ‘Best Use of Branded Content’ category at the 2008 M&M Awards in London on 11 September.

The award was won for the ad-funded programme Formula For Success, a business series that used the Williams F1 team as a model for challenges faced by global companies. The programme was sponsored by Philips Shavers who gained brand synergy through their association with Williams F1 while raising awareness and promotion for its Arcitec electric shaver.

Nick Meyern, Director Branded Content, Ad Sales Division, BBC Worldwide says: “We are delighted to see Formula For Success get this level of international recognition. The programmes provided a unique insight into business theory and practise within Formula One that produced substantial results for Philips Shavers as series sponsor.”

Georgina Boyd, Senior Manager, Global Public Relations, Philips Consumer Lifestyle Sector says: “The campaign really helped deliver tangible results. The lay down plan exceeded internal expectations and passed the ‘corridor test’ among Philips Shavers employees, where visibility of the bumpers, TV spots and vignettes was rated extremely good, from any region globally.”

The success of the campaign meant that BBC World News viewers were 57 per cent more likely to consider Philips Shavers next time they bought a shaver and 60 per cent felt more positive about the brand.

The series, produced by Sunset and Vine, explored how the likes of Williams F1, and its rivals, overcome various business and practical challenges and how working practices in the sport can cross over to help global businesses achieve peak performance. It also featured contributions from experts across the Formula One spectrum.

The M&M Awards recognise and celebrate the most outstanding work in European media communications.


For more details contact bbcworldnewspressoffice@bbc.com