2 Broke Girls
The promoting campaign for Comedy Central
We have developed a creative concept and ran a campaign to promote the new season of the “2 Broke Girls” show airing on Comedy Central.
The “It was a bad girl” campaign promoting the fifth season of “2 Broke Girls” has begun on March 3rd, 2016. For the purposes of the campaign we created spots, which are broadcast on TV channels operated by Viacom International Media Networks Poland TV and online. We’ve prepared a plan of PR activities and the media plan, including an online coverage campaign prepared for all VOD platforms, as well social, gossip and thematic media.
The Comedy Central – “2 Broke Girls” spot from Cyber Kids on Vimeo.
For the purposes of the campaign we created a dedicated landing page with entertainment content introducing the series, clips from the show and spicy statements of the characters: http://2splukanedziewczyny.comedycentral.pl
The campaign is targeted at educated women aged 18 – 34, living in larger cities. Max and Caroline, the main characters, are a unique combination of strength and femininity. Their daily lives are a struggle with reality, where dreams do not come true easily. The characters don’t give up so easily, however, and use a sharp sense of humour and irony as an outlet for their frustrations. That’s why the concept of the campaign is based on strong language and spicy quotes, and sharp quotes of Max and Caroline are contrasted with images of muffins meeting a grisly fate. Muffins are cut, crushed with marmalade pouring out, scratched with nails, pierced with barbed wire and razor blades, in reference to the everyday torture, to which the co-workers and customers of the two broke girls are exposed. The campaign shows that girls, despite the difficulties of life, are winning.
- KLIENT Viacom International Media Networks w Polsce
- WWW 2splukanedziewczyny.comedycentral.pl
- YEAR 2016
The spots were created in cooperation of Cyber Kids on Real and VIACOM.
Starcom Mediavest Group media house is responsible for media planning.
Viacom International Media Networks in Poland the following TV channels in their portfolio: Nickelodeon, Nickelodeon HD, Nick Jr., MTV, VH1, VIVA, Comedy Central, Comedy Central Family and Paramount Channel HD. This linear offer is complemented by applications (such as MTV Play and Nickelodeon Play) and websites offering a total of over 700 hours of video content, 100 games, and 50,000 music videos. Globally, the company is part of Viacom.