History Promo, Case study ARTLUMIERE by Horizon Media

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market United States
Agency Horizon Media
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: HISTORY
Date of First Appearance: Apr 19 2010
Entrant Company: HORIZON MEDIA, New York, USA
Vice President, Director Out of Home: Jill Nickerson (Horizon Media)
Senior Vice President, Consumer Marketing: Chris Moseley (History)
Vice President, Consumer Marketing: Chris Meador (History)
Associate Director, Out of Home: Ned Gorges (Horizon Media)
Specialist, Out of Home: Zachary Beach (Horizon Media)
Senior Vice President, Managing Director: Katy Ferguson (Horizon Media)
Director of Consumer Media Marketing: Ann Marie Granite (History)
Vice President, Brand Group Director: Frank Zoller (Horizon Media)
Marketing Manager: Jennifer Hayes (History)
Vice President, On-Air Promotions: Tim Nolan (History)
Media placement: Out Of Home - Grand Central Terminal - 19/4/10
Media placement: Out Of Home - Beverly Wilshire Hotel - 19/4/10
Media placement: Out Of Home - Union Station - Washington DC - 19/4/10

Insights, Strategy & the Idea
We were tasked with making America The Story of Us the biggest and most essential HISTORY™ event to date. In order to do this, we looked for bold, larger-than-life, first-to-market, buzz-driving opportunities.

Our OOH execution marked the first time Artlumiere had been used to create an elaborate lighting festival using branded content. By selecting three iconic buildings in HISTORYs™ top three markets (Grand Central Terminal: Main Concourse in New York City, Union Station in Washington, D.C., and the Beverly Wilshire Hotel in Los Angeles), the execution was incorporated into the media plan as a way to achieve a high-impact placement that would spur awareness among potential viewers and generate conversation within the ad trade community, in a visually compelling manner. These three locations aligned perfectly with the theme of the program as each are iconic venues of historical significance.

Creative Execution
Using Artlumiere’s state of the art building mapping and lighting technology, beautiful, vibrant images and themes from the show as well as great moments in American history were projected in a way that had never been seen before. 5-7min custom video loops ran in each city. In NY, the program was complemented with a video display stand in the taxi cab area leading into the Main Concourse. There, consumers stopped to watch a video which highlighted the history of the Statue of Liberty. In addition, over 1,000 postcards featuring information about the Artlumiere projection and tune-in details for the show were distributed. At Union Station, the program was supported by e-blasts to members who signed up to receive info on Union Station, promoted on the Union Station Upcoming Events webpage, and supported with headline article coverage in Inside Track, a monthly newsletter distributed to Union Station tenants.

Results and Effectiveness

HISTORY™ achieved remarkable success by evolving an art installation into a vehicle that built awareness in key consumer and trade markets and created an impact far outweighing those of traditional OOH placements.

The execution was integral in helping America become the network’s highest-rated, most-watched special ever. It was the #1 A25-54 cable program on its premiere night, totalling 2.7 million A25-54 viewers. Within the 3 markets of the execution, all garnered much stronger ratings than History typically receives.

The Artlumiere execution elevated the History brand via the extensive buzz received amongst the ad sales industry.
Source: Nielsen