ABOUT

The concept: Choice – recognising the importance of experiences, choose your prizes.
At a comms level: a 6-week episodic TV campaign inviting viewers to choose the next TV ad via Twitter.

Build a 2-way relationship with your audience, and they will share their experiences on their socials because they love the brand a little more.

Build choice into the ATL, don’t message it – I asked all agencies to stitch choice into the campaign too, resulting in Absolute FM and Magic inviting listeners to select the stations' broadcast playlists.