The launch of the show, which put many of today's top black comic actors, such as Martin Lawrence and Chris Rock, on the map, gets its debut retail release in two volumes on September 29.
The campaign, which was created by NMI Solutions, breaks mid-September and will target young, black and urban communities, as well as both the black and white hip hop scene.
The DRTV campaign featuring the 'Def Jam Comedy' titles is running on 25 national, terrestrial and satellite TV channels, including MTV, U Channel, ACTV, Bravo and Granada Men & Motors, with a spend of over £200,000 for the last quarter of 2003, delivering more than 2m consumer impacts.
A full national and local PR campaign will also target specialist music, style and urban media, including the web as well as DVD and video reviews channels.
The retail launch campaign created by Target NMI aims to build on the significant awareness base and anticipation created by the PR and the DRTV activity.
Full- and half-page press advertising highlighting the show's retail release will run in Time Out and seven specialist urban, hip-hop and style magazines, including Echoes, Touch, Vice, Tense, Deuce, Knowledge and New Horizon for the three weeks after release.
Radio advertising will run specially targeted shows on Choice FM, Friday Night Kiss, Galaxy 102.2FM, Juice and Vibe FM. The ads will feature the voice of Big Ted, the well-known Kiss 100 DJ.
In addition, the releases will be backed by a poster campaign in specially selected, urban-centric areas of London and Birmingham, driving underground credibility.
Joanna Reynolds, managing director of Time-Life Europe, said: "Consumer awareness of 'Def Jam Comedy' is already established as a result of over six months of DRTV marketing exposure, so when customers see the product in-store, there is immediate recognition and recall. With the continuing TV campaign and the added benefit of the targeted marketing, we expect to generate significant retail sales."
Time-Life is a worldwide marketer of music and videos and is a division of Time Inc, the AOL Time Warner-owned publishing firm.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
