SWAMP PEOPLE SEASON 3: KEY ART by 30 Sixty Design, History for History

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SWAMP PEOPLE SEASON 3: KEY ART

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency 30 Sixty Design
Agency History
Released January 2012

Credits & Description

Category: Posters
Advertiser: HISTORY
Product/Service: TV SERIES - SWAMP PEOPLE
Agency: HISTORY
Agency: 30 SIXTY DESIGN
Vice President/Consumer Marketing: Chris Meador (History)
Senior Director/Consumer Marketing: Jayne Hong (History)
Manager/Consumer Marketing: Juli Mclaurin (History)
Media placement: Phone Kiosks - NYC - 16 January 2012

Describe the brief from the client
For the third season of Swamp People - a series that follows native Cajuns in Louisiana during their 30-day alligator hunting season - cable network HISTORY sought to excite consumers for the show’s return through high-concept, impactful art that would appeal to both core fans and potential new viewers, particularly M25-54.

To reach these audiences, the brand needed art that could unexpectedly and honestly portray:
-The danger faced by alligator hunters
-The bold, passionate and adventurous men and women who make up the show’s cast
-The unique culture and landscape in which these individuals live and work.

Describe the challenges and key objectives
Over the last 5 years, HISTORY has transformed its programming to be more contemporary yet still struggles to be perceived as innovative and contemporary among the industry and consumers. For Swamp People Season 3, HISTORY’s challenge was to deliver a concept authentic to the brand that felt more premium than past campaigns. Additionally, the concept needed to avoid making the alligator hunters seem stereotypical or cartoonish; these are real, complex individuals.

The key objectives were driving tune-in and growing the audience in a high-profile, impactful way. HISTORY also wanted to position itself and the series as exciting and contemporary.

Describe how you arrived at the final design
Wanting to take a more iconic approach with its key art, HISTORY’s strategy was to tap into the beloved characters of Swamp People by using their intensity and emotion to draw out different aspects of the show for potential viewers. The close-up shot highlighting the detail on Troy’s face, combined with the colour palette, brought intrigue to the art while still portraying an authentic look at a alligator hunter. The rich, unique swamp environment in the background also added desired atmosphere, lending further authenticity to the piece.

Give some indication of how successful the outcome was in the market
The bold, distinctive key art outlined a new direction for HISTORY and speaks to the premium status of the brand, reinforcing its industry position as a top 5 cable network.

Viewership for the Swamp People Season 3 premiere increased by over 20% compared to Season 2 (25% among HISTORY’s core audience A18-49).

Swamp People Season 3 is averaging 4.7m total viewers per episode and is on pace for a record season. Viewership is up +15% from Season 2 average.