Your Face or Mine

When Comedy Central UK asked Premier to help re-launch the noughties cult-classic, Your Face or Mine, we could not have been more excited. With Jimmy Carr returning in a brand new version of the game-show, plus the addition of Canadian comedian Katherine Ryan, the show has lost none of its appeal since the first run in 2002. The challenge was how to launch it to a fresh audience without alienating fans from the first time round.

Premier developed a campaign to reach 16-34 year olds in their media homeland, online. Using a combination of talent placement, exclusive clip delivery and a drip feeding of news and gossip from filming, we secured coverage across online media including standout pieces in Digital Spy, Heatworld, Yahoo! and Lad Bible. We supplemented the online coverage with pieces in targeted print media including Grazia, The Evening Standard and Stylist.

To give the show a midseason boost, we commissioned a research piece to find out how many Brits say ‘your face not mine’ when it comes to their own relationship. The news that a third of men think they are punching above their weight made headlines in The Sun Online, The Mirror Online, The Daily Star Online, their print counterparts and a full page feature in G2.