Philips Shavers are to work with Eurosport on a pan-European cross-media campaign that combines an advertising campaign with a docusoap that follows the Philips-sponsored AT&T Williams Formula 1 team.
“This project represents a truly 360 degree multi-media solution, which will generate both a fascinating on-air programme and great visibility for Philips Shavers and Williams across the Eurosport platform,” said Simon Crane, managing director, Eurosport Group UK.
The first of 10 monthly episodes of The Factory will debut on Eurosport April 24. The programme will be supported by a series of 90 second F1 vignettes and an integrated pan-European advertising campaign.
A promotional slot will give Europsort viewers the chance to drive one of the actual Williams F1 cars in a global competition that will run in 23 countries.
Online advertising will also support the campaign over Eurosport’s network of websites.