Cbs Promo, Case study CBS 2010 - FALL LAUNCH by OMD Los Angeles

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency OMD Los Angeles
Released July 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CBS
Date of First Appearance: Jul 31 2010
Entrant Company: OMD, New York, USA
Chief Executive Officer: Alan Cohen (OMD)
President, West: Greg Castronuovo (OMD)
Group Account Director: Wanda Kato (OMD)
Associate Director of Strategy: Natalie Park (OMD)
Strategy Supervisor: Kevin McKeegan (OMD)
Group Director, Print Investment: Julie Levin (OMD)
Associate Director, Print: Meghan O'Brien (OMD)
Group Director, Local Broadcast: Cookie Marck (OMD)
Group Project Manager, Ignition Factory: Marc Simons (OMD)
U.S. Director, National Radio Investment: Natalie Swed-Stone (OMD)
Group Director, National Investment: Allison Klein (OMD)
Associate Director, Digital: Matt Fox (OMD)
Director, OOH: John Rieselman (OMG)
Media placement: Out Of Home - "US Open" Of Surfing PA Announcements And Video Spots, IMG Action Sports - 31 July 2010
Media placement: Out Of Home - Bulletins, Wallscapes, 2-Sheets, Urban Panels, Bus Kings, Newsstands, Shelters, - 16 August 2010
Media placement: Out Of Home - 3D Taxi-Tops, Sunset VideoTron, LA Live, Ultra Super Kings, Lifestyle Kiosks, Wi - 16 August 2010
Media placement: Out Of Home - Double-Decker Buses, Premiere Panels, The Cub, Bus Fronts, Bus Backs, Aerial Ban - 16 August 2010
Media placement: Out Of Home - In-Cinema: NCM & Screenvision - 3 September 2010
Media placement: TV - National Cable, 800+ Spots - A&E, AMC, BET, Bravo, Comedy, Discovery, E!, Food, G4, History, ID, Lifetime, Ni - 10 September 2010
Media placement: Print - Magazine - People, OK!, InTouch, Life & Style, Star - 10 September 2010

Insights, Strategy & the Idea
Every fall networks bombard TV viewers with new shows’ messages to get ratings and secure more ad dollars. Our goal was to ensure the highest levels of awareness and rise above all other networks as viewers’ top show picks during premiere week. Since TV consumers are fickle and make impulsive viewing decisions, we knew impact and recency had to be the top priorities. We ran high profile/high reach placements, while focusing efforts as close to show time as possible. The biggest challenge was maximizing impact and reach on a limited budget. Our strategy was to forge partnerships with the top, most relevant vendors in each category and make a splash with never-been- done before executions that no one could miss.

Creative Execution
We used high impact units to grab viewers’ attention early and mass-reach traditional media to maximize recency. In-cinema and cable spots were upgraded to: 60s for a theatrical feel and we concentrated large format outdoor in high traffic areas for supreme visibility. The unique partnerships forged with People, Parade, Yahoo! and CBS Outdoor allowed us to look huge with never- been-done executions, including:

-- A 14-page takeover in People, the largest weekly publication.

-- A first-ever cover wrap showcasing the Monday night line-up in Parade, the largest Sunday newspaper supplement.

-- With Yahoo!, the first portal takeover with more than 1 billion impressions across the site in home page placements and innovative firsts, such as a digital magazine unit and interactive video units.

-- With CBS Outdoor, the first ever motion-sensor OOH units that played the Hawaii Five 0 song as people walked by Los Angeles bus shelters and NYC window displays.

Results and Effectiveness
To quote The New York Times, "CBS has managed to avoid, on every night, across every hour of prime time, the kind of failure that has visited all of its main competitors. CBS is winning everywhere.”

-- CBS crushed the competition, winning premiere week across all major demos – total viewers, HHs, A25-54, and A18-49. This dominance continued over the next five weeks, a feat no network had achieved since Nielsen introduced the People Meter rating system in 1987.

-- Of the 21 new broadcast show premieres, CBS took the top five spots among Households and Viewers.