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Lazy Town chart high after label targets supermarket shoppers.
Lazy Town's debut single, Big Bang (Time To Dance), hit the UK charts at number four last month. The debut was the end result of a diverse and innovative marketing campaign that saw the group's label, Gut TV, teaming up with marketing company Milkmedia, to promote the brand via the supermarket shelves.
Milkmedia provides targeted marketing opportunities via milk cartons stocked at both Tesco and Sainsbury's. For the Lazy Town campaign, the group's logo was printed on 250,000 four and six pint milk cartons, which were then distributed throughout central and northern regions of England.
Gut TV managing director Karen Meekings says this was a brand awareness exercise, which served to further establish the Lazy Town brand with the target age group of four to seven year olds. It was also the first time a musical album brand has tapped into the Milkmedia database to advertise and collect data.
The Lazy Town television series was launched in the UK in October 2005 with the ...
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