egtabites TV 2015

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This week, we would like to draw your attention to one of the case studies which were presented and
discussed during recent winter egta’s TV academy by Georgian sales house Inter-Media. Through a
powerful combination of television, digitisation and creativity, Inter-Media found the key for a
successful second screen campaign, despite its small market and low digital penetration.
The background and market situation in Georgia
Over the course of the past 2 to 3 years, the television market in Georgia (estimated at $50m) has witnessed major digital
developments which increasingly improved television’s online presence and content distribution through the Internet.
However, it appeared that the Georgian sales houses, agencies and local brands could not offer the same efficiency as other
European markets as they lacked the required digital advertising knowledge and experience to further benefit from this opportunity.
These major digital developments created the ideal environment for innovation for companies with the right strategic mind to seize
upon the opportunity.
The concept
With these circumstances in mind, and at the direct request of a local beer producer,
sales house Inter-Media decided to launch a digital campaign and became the first
Georgian sales house to monetise second screens interactions.
Based on high ratings and the popularity of a successful TV series on one of Inter-
edia’s channels, the sales house
ppointed producers and screen writers to
rite a plot about a fictional band,
amouvali Mdgomareoba, in which the
eer could be naturally integrated.
s the main objective of the campaign was to create incremental reach, short music
lips of the Georgian cover songs were uploaded on online video platforms, such as
outube. In the other television characters are seen to be drinking the beer
while enjoying the band’s performance.
The results
The campaign turned out to be a huge success as the popularity of both the ban
and the songs rocketed: the video platforms showed that each music video wa
viewed on average 500k times and the most popular had over 1.4m views
This is an especially impressive number, considering that Georgia has a tota
population of 4.5m.
The popularity of the music band took Inter-Media completely by surprise: not onl
had they created a for the TV series, but the television characters o
the band had gained a certain celebrity status as well. For instance, the frontma
of the band, who was already known as the host of Georgia Got Talent, becam
even more famous due to his role in the music clips.
30 January 2015
Creating passion and engaging the consumer through successful brand integration
Target: TV