Nbc Universal Promo, Case study CREDITS OF THE END OF THE WORLD by Sra Rushmore

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CREDITS OF THE END OF THE WORLD

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency Sra Rushmore
Art Director David Titos Y Pablo G. Cattaneo
Released January 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: UNIVERSAL NETWORKS INTERNATIONAL
Product/Service: SYFY
Agency: SRA. RUSHMORE
Copy: David Titos (SRA Rushmore)
Art Director: Pablo G. Cattaneo (SRA Rushmore)
Account Director: Belen Garcia (SRA Rushmore)
Account Executive: Maria Muñoz (SRA Rushmore)
Planner: Jesus Melero (SRA Rushmore)
Programmer Director: Ruben Morato (SRA Rushmore)
Sound/Music: (Libreria)
Media placement: DIGITAL PR / CORPORATE COMMUNICATION - - 2 JANUARY 2012

Summary of the Campaign
Syfy is a science fiction channel launched only 6 years ago in Spain. It’s a pay channel, with low levels of awareness among average viewers, advertisers and the industry press.

In an ever-changing audiovisual landscape, with a small budget and a very diverse audience, we had to create a highly visible and impactful action that could build the channel’s positioning, define its personality and generate brand love.

As such, we proposed an action that, through direct interaction, created a bond between the participant and the brand, and was able to increase the interest and engagement with the channel.

This is how www.loscreditosdelfindelmundo.com was born, a space where users could view the screen credits of Humanity in real time, with the possibility of including how they wanted to be remembered, and logging back on to see their name appear, creating a screen capture and sharing that moment on Facebook and Twitter profiles.

In only 2 days and without media investment:

- Multiplied the brand conversations (estimate of over 1m impacts in social networks)

- 180% in site traffic versus average levels

- Presence in specialised blogs with over 400,000 followers with participation from around the world

The Situation
Syfy is a science fiction channel launched 6 years ago in Spain. It has low levels of awareness among average viewers, advertisers and the industry press.

We needed to create an action that could put Syfy on the map among the opinion leaders of our targets.

Leveraging the well-known Mayan apocalyptic theory that claims the world will end on December 21st, what better than Syfy’s métier, film, and its genre, science-fiction, to pay tribute to the human race through different actions that could make the end of the world thoroughly enjoyable for all of the earth’s inhabitants.

The Goal
We wanted to create Brand awareness among the influencers of our audiences so they could become advocates of the action.

We needed to create a piece that could place Syfy on the map, generating Brand interest and multiplying conversations with it.

We needed to strengthen its personality, based on authentic formats and content directly linked to a science fiction channel.

As such, we analysed the most popular news items within the science fiction world dealing with the year 2012 and we chose the 'end of the world' since:

- It matched the channel’s genre

- It was sufficiently well known

- It offered us a year of active content

The Strategy
Based on a micro-segmentation strategy to reach key advocates of our 3 target audiences, the website was launched and shared with specialised bloggers (primarily television and marketing publications) and influencers in order to raise awareness and viralise the action.

And what better idea than to use the language of our channel and sci-fi motion pictures to pay tribute to our audience and the rest of the human race facing their final day. In a unique opportunity to imagine how they want to be remembered in the greatest super-production ever: The Story of Humanity.

A ground-breaking action in which, if only for a second, we can be the stars of this great movie.

Execution
This is how 'The Credits of the End of the World' was born, a microsite linked to social networks where the earth’s 7,000bn inhabitants could interact with the screen credits of humanity’s greatest movie.

Active from the 1st of January and finalising on the world’s last day, the 21st of December, a series of complementary actions began that would feed the end of the world hype.

A website with inherent social capacity where:

- We can look for and find ourselves, imagining what our role in the film was. ('Dream chaser', 'Master of the universe', etc.)
- … and capture the magic moment when our name appears and on our social profiles: Facebook and Twitter.

Without media investment, our influencers, Spanish and international, embraced the idea and shared it with their followers. Syfy decided to create Portuguese and English versions and extrapolate the action to a televised version of the credits.

Documented Results
In the launch and without media investment:

- More than 10.000 visits, +70% involving interaction and second visits representing +40%.

- Average time on site more than 1’ 30”.

- Social network mentions connected more than 1m users to the credits.


• Brand love generating spontaneous blog influencers, with an average of 400,000 followers, who became Brand advocates.

- bebuffete (trends): “very fun project and excellent idea”.
- La coctelera (advertising): “The idea is brilliant and simple”.
- Humanity’s film broke new ground. Citizens around the world left their mark behind.

• Media echoed the action:

- Featured in key TV channels and marketing media.

• Interest in Syfy:

-180% increase in site traffic versus average levels.
- Several advertisers contacted with Syfy to collaborate in the actions related to the end of the world.