Mess With Your Head

Background

CMW inherited Trident’s 'Mess With Your Head' proposition from ATL agency JWT. Their task was to develop a strategy to flex the proposition in the digital space using non-intrusive peer-to-peer marketing, in an attempt to engage with a target audience that is notoriously hard to reach, fickle and highly marketing/digital-savvy.

Idea

Trident is also sponsoring the UK traveller on The Gap Year, Bebo/Endemol’s interactive drama series which follows six Bebo users on a globe-trotting journey documented on the site through video diaries, blogs and photos. CMW’s campaign chose to build on branded content integration within the online programme, with ‘Mess With You Head’ encounters and engagements being built into The Gap Year editorial content shown online. Initiatives also include a 'Mess With Your Head' viral application on the Trident profile page at www.bebo.com/messwithyourhead and a range of UGC competitions - eg consumers being asked to submit 'mess with your head' videos.

Target audience

16 to 24-year-olds

Our Thoughts

I’m pretty indifferent to the idea here (which, in fairness, the agency inherited from the ATL boys) but what the agency has done with it is terrific, integrating it into Bebo’s Gap Year programme. Bebo doesn’t just offer a hard-to-reach target audience, it is one of the world’s more innovative media owners and CMW have taken full advantage of both.