© Blyk Monday, September 14, Blyk Female Blyk Case Studies Youth media that works

© Blyk Monday, September 14, Blyk Living TV – delivering frequency through engagement ^ Media Objectives Build an audience of viewers for Living TV’s ‘Britain’s Next Top Model’ -Identify a new audience and capture the attention of lapsed viewers of the show -Increase and sustain viewing figures Generate awareness of the series -Stimulate hype and continued interest before and during the 10 episodes -Build and maintain a relationship between show and audience Complement the media mix ^ The Blyk Solution Blyk created a three step bespoke communications plan to drive frequency of message through engagement -Step One: segmenting an audience of new and lapsed female viewers of the show -Step Two: engage and re-engage them with timely and relevant messages at the start the series -Step Three: build a bespoke BNTM WAP site hosted on Blyk to allow more in-depth engagement week-on-week >With free preview clips of each episode and other content, available to download All activity took place over a period of 11 weeks in line with the series Each message was strategically timed to coincide with BNTM’s programming schedule -Focussing awareness from all media activity at a relevant time to drive viewing

© Blyk Monday, September 14, Blyk Living TV: Britain’s Next Top Model - Results ^ Step one: created a ‘BNTM audience’ to re-engage with relevant messages 77% new viewers and 23% lapsed viewers 7% of all female Blyk members questioned had seen the last series of BNTM ^ Step two: MMS and SMS activity delivered over 15,000 impressions on the ‘BNTM audience’ across two messaging periods A Blyk poll found that over one in ten of respondents had watched episode one of BNTM ^ Step three: across week 3 to week 11 an average of 3.4% downloaded the free exclusive preview clip straight to their handset The WAP links had an average click through rate of 4% ^ The excellent level of response across each messaging stage demonstrates how frequency of message can be built through consistent and relevant engagement

© Blyk Monday, September 14, Blyk LIVINGtv – Raising Awareness & Increased Viewing Figures by 62% ^ Did you watch the last series? Total Sample Size = 18,095 Respondents = 4832 ^ Yes = 1347 ^ No = 3245 ^ Other = 240 ^ Were you watching as Amanda saw her dreams dashed? Total Sample Size = 16,589 * Respondents = 3297 ^ Yes = 2186 ^ No = 920 ^ Other = 191 * (Same sample as original group) +62.3% Source: Blyk Ad Engine (April 2008) 14 th April nd April st April 2008 Pre Show Post Show 2hrs Before

© Blyk Monday, September 14, Blyk Campaign Summary – Key Insights ^ Campaign successfully targeted females whilst engaging new and existing viewers to LIVING’s BNTM. ^ Pre & post engagement communications show an increase of 62% of viewers stating that they had tuned in to watch the series. ^ This statistic is supported by the favourable qualitative responses received