Agency: Discovery Channel Canada |
Discovery Channel – Canada's worst driver
Winner: Events, Seasonal & Short Term - Bronze
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): October 2, 2005–December 31, 2005
Start of Advertising/Communication Effort: September 19, 2005
Base Period for Comparison: October 2, 2004–December 31, 2004
Discovery needed a home-grown Canadian success story, and “Canada's Worst Driver” was chosen to carry the flag.
Its debut attracted the highest audience ever for a Canadian program on Discovery Channel. And in its regular Monday night timeslot, it beat the previous year's audience average by 65%. By the end of its run, Canada's Worst...