Cbs Promo, Case study 2010 HAWAII FIVE-O LAUNCH by OMD New York

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Media Promo & PR, Case study
Agency OMD New York
Released July 2010

Credits & Description

Category: Best Use of Audio
Advertiser: CBS
Product/Service: HAWAII FIVE-O
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 Levine (OMD)
Group Project Manager, Ignition Factory: Marc Simons (OMD)
Director, Out Of Home: John Rieselman (OMG)
President, Marketing: George Schweitzer (CBS)
Senior Vice President, Marketing Operations: Kathie Culleton (CBS)
Vice President, Media: Karen McLaughlin (CBS)
Media placement: Out Of Home - IMG Action Sports - Various Elements At The "US Open" Of Surfing - 31 July 2010
Media placement: Out Of Home - Bus Shelters/In-Window Audio, CBS Outdoor & In-Window Outdoor - 16 August 2010
Media placement: Magazine - Entertainment Weekly - Sound Chip Insert - 17 September 2010
Media placement: Network Radio - Premiere, Westwood One, Citadel Media, Dial Global, Crystal - 20 September 2010
Media placement: Streaming Network Radio - CBS, AOL, Yahoo - 20 September 2010
Media placement: Spot Radio - Wipe-Out Promotion (15+ Spots/market) In 20+ Markets - 20 September 2010
Media placement: Spot Radio - 20+ Markets - 20 September 2010

Insights, Strategy & the Idea
After years of failed remakes in the TV industry, our task was no small feat: launch the reboot of the 60’s show HAWAII FIVE-O. Our objective was to build positive awareness and drive tune-in for the premiere. Research indicated that while the older segment of our audience was familiar with the show it was not all positive, and younger people were not familiar with the show at all. However, the legendary theme song was highly recognizable and resonated with all TV viewers so we sought to capitalize on that.

Our strategy was to bring the energy of the theme song across all media to establish memorable continuity between the early buzz and our mass reach messaging. From outdoor to radio and print, we connected with TV viewers and got them excited about the re-boot of HAWAII FIVE-O.

Creative Execution
-- Surrounded consumers with the theme song everywhere expected, but also surprised them with never-been-done before audio executions.

-- Kicked off the campaign at the world’s biggest surf contest (U.S. Open of Surfing in Huntington Beach) where CBS gave away thousands of free ring tone cards while the song played over the PA system.

-- Ran on radio with regular spots and incorporated a “HAWAII FIVE-O’clock” takeover, trading out commercial time for the DJ’s cast interviews and the theme song.

-- Brought the theme song to print with a sound-chip insert in Entertainment Weekly magazine.

-- Executed the first-ever motion-sensor OOH units that played the song as people walked by Los Angeles bus shelters and New York City window displays.

The theme song connected each piece of the campaign in a way consumers could immediately identify. By premiere date, everyone had heard the song and knew the new show was coming.

Results and Effectiveness
-- #1 show of the fall season in A25-54, HHs and total viewers, with over 14.2MM people tuning in to the premiere of HAWAII FIVE-O.
-- Delivered over 30% (3.3MM) more total viewers than the biggest new show premiere on any other network.

-- 8.9 HH rating was over 20% higher than the top rated new show premiere on any other network.

-- Improved on the year ago season premiere of CSI: Miami by 5%.

-- Built on its lead-in (Mike and Molly) by 24% (uncommon for a 10 pm show).