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The British Heart Foundation announces Corrie tie up

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By John Glenday | Reporter

April 20, 2012 | 2 min read

The British Heart Foundation is to follow up its successful tongue in cheek heart attack ad, starring Vinnie Jones, with a more serious effort starring Coronation Street’s Audrey Roberts.

This will see the charity run a series of adverts for its heart Helpline during an episode of the long running soap in which Roberts suffers a heart attack.

Nick Radmore, head of marketing at the British Heart Foundation said: “Heart disease is the single biggest killer of women in the UK but many don’t realise this. Working with ITV provides an exciting and innovative opportunity to reach millions of viewers across the UK with a life-saving message. We’re hoping that people will be moved by Audrey’s story and give our heart nurses a call to chat about their own real-life concerns.”

Devised by media agency PHD and ad agency Grey the campaign will push deep integration with the programme although ITV are at pains to stress that the charity did not influence the storyline and will not appear within the show itself.

In tandem with the broadcast commercials a series of online and social media activity with in-store images of Roberts reproduced following agreement of a licensing arrangement.

Neil Bonley, account sales manager at ITV, said: “ITV’s partnership with British Heart Foundation demonstrates how we can innovate around the traditional model of brand building on TV, with a focus on maximising impact through new ways of integration with our programme brands.”

The campaign kicks off on Monday 23 April.

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