Many IMC campaigns cover different audiences; this one for cable channel Discovery had to reach both consumers (driving interest in taking up subscriptions) and cable companies (interesting them in adding Discovery to their basic package.)
Execution for consumers
Head: It’s badly designed, smells terrible, is covered in barnacles, and has a tragic history. And it’s crashing into your living room in June.
Execution for trade
Head: Getting new cable subscribers is as simple as raising the Titanic.