COK Commercials Hit MTV
 2
commercials + 18 cities + 6 months + 4 million views = COK's 2004 MTV campaign
Research shows teens to be the most receptive to the message of compassion
for animals. What better way to reach them than by placing commercials on MTV?
In 2004, COK produced two 30-second commercials to show the reality of animal
agribusiness and to encourage viewers to visit our TryVeg.com website for information
to help and inspire them to make the transition to a more animal-friendly diet.
And, to be as cost-effective as possible, we analyzed ratings data to choose
the time slots of the very programs our target audience was most likely to be
tuned in.  Then,
we went one step further and worked with a focus group of non-vegetarian high
school girls, aged 14 to 18, and used their feedback and comments to make the
spots as compelling as we could.
Our commercials were so well-received by MTV viewers during their first two
months on the air that we placed the spots in additional cities. They've now
run in Boston, Chapel Hill (N.C.), Durham (N.C.), Fairfax (Va.), Gainesville
(Fla.), Hartford (Conn.), Houston, Indianapolis, Lawrence (Kans.), Los Angeles,
Madison (Wisc.), Minneapolis, New Haven (Conn.), Pittsburgh, Raleigh (N.C.),
State College (Penn.), Storrs (Conn.), and Washington, D.C.
Our commercials were seen more than four million times by those young people
in our target audience!
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Email to:
COK
From: Chelsea |
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Dear COK,
What you are doing is so terrific. I am 13 and I have eaten meat
my whole life. I saw your commercial on MTV and I checked out TryVeg.com.
I watched one of your movies and I was appalled. I love animals
like crazy and I decided to be a vegetarian (and my mom said it
was okay!). For about 6 weeks now, I have been a vegetarian and
I give your website to all my friends and after looking at pictures
and watching videos many of them have also turned vegetarian. Thanks
for doing what you do.
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So far, the commercials have been a tremendous success, with visits to TryVeg.com
doubling, tripling, and sometimes even quadrupling each day!
Stay tuned for information on our 2005 commercial campaign!
Help us place our commercials in 2005!
Your financial generosity can help us get more spots on MTV, reaching countless
young people.
To give you an idea of how cost-effective these teen-targeted commercials are,
check out the numbers for Los Angeles:
- $100 pays for 1 full 30-second spot, reaching 1,500 viewers in our target
audience
- $200 pays for 2 spots, reaching 3,000 viewers in our target audience
- $500 pays for 5 spots, reaching 7,500 viewers in our target audience
Please make an online
donation or send a contribution to Compassion Over Killing at P.O. Box 9773,
Washington, DC 20016. Thank you for your support!
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