CNX. (Best Use of Multiple Channels).

New Media Age, July, 2003

Winner

CLIENT: CNX

AGENCY: Turner Broadcasting Systems

ENTRY: CNX: TV That Keeps You Up

This category is new to the NMA Effective ness Awards and has been introduced to reflect the growing number of companies that are using multiple channels like the Internet, wireless and TV to either get across a specific marketing message or to launch a new venture.

Turner Broadcasting's new male-focused digitally channel CNX capitalised on this trend with a multi-channel approach deeply enshrined in its launch strategy. At the heart of the project was an attempt to break the world record for non-stop TV watching. The bid was intended not only to boost viewing figures for the channel but also to create ongoing awareness of CNX. Six contenders...