We made a live “Never Mind the Buzzcocks” Identity Parade billboard filled with vaguely familiar pop stars and a couple of members of the public …
Do you know your Backstreet Boys from you Venga Boys? Can you name all of Britney’s Spears albums in chronological order?
If, like us, you’re a big music and pop culture fan, you probably also loved Never Mind the Buzzcocks, and were as excited as we were when Sky told us they were bringing it back to our screens o. Sky Max.
To make some noise around the return of the cult programme, we took inspiration from one of the best rounds on the show – the Identity Parade and sprinkled some tongue in cheek, irreverent comedy and a little bit of 90s nostalgia on top.
We built a giant billboard in London’s King’s Cross station and wrangled four former boy band members to stand in front of it, alongside one average Joe, and asked members of the public to guess who wasn’t with the band.
The line-up included Another Level’s Dane Bowers, Boyzone’s very own Shane Lynch, owner of a six pack Abz (from 5ive) and Ben Ofoedu (of Phats & Small fame).
The lads are all now part of a new supergroup Boyz on Block.
Media and fellow celebrities alike loved the campaign, and the team scored over 200 pieces of coverage including Daily Star, Daily Mail and METRO, as well as a punchy haul of regional and consumer titles, complemented by broadcast pieces recorded with the boys live from the billboard.
Celebs including Daisy May Cooper, Greg Davis and Jamie Redknapp got involved in the fun and hundreds of people played along with the game on Sky’s social channels too.
Not bad for a day’s work.