E4 Skins by 4 Creative – ‘How generation “Why should I care?’’ came to care about E4’s Skins’.

Awards: Gold (Best Media/The Charles Chnnon Award for Best New Learning)

This paper is an example of a campaign that 'got it right' with 'Generation why should I care?' As Medialife 2006 put it, this is a generation that “embraces technology as an essential part of their lifestyle. You are a guest in their attention span, bore them and they will ruthlessly filter you out. Get it right and they will actively market to each other”. Rather than just promoting the show, the campaign brought the characters and their lives to life through social networking sites, virals, targeted outdoor, TV, press and PR activities. In the short term, the campaign generated £1.6m incremental revenue. Longer term it is projected that it will generate £4.6m, a return of £1.80 for every £1 spent.

Associated Content

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    Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective.
  • The winners of the IPA Effectiveness Awards, the most prestigious awards scheme worldwide that rewards campaigns that have proved the effectiveness of their ideas, were announced at a black-tie gala ceremony held this week at ‘Dynamic Earth’ in Edinburgh. This year the Awards were limited to UK agencies with an income of up to £20m.