BIGGEST. SUNDAY. EVER. by OMD Los Angeles for Showtime

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BIGGEST. SUNDAY. EVER.

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Industry Сable/Satellite television
Media Promo & PR, Case study
Market United States
Agency OMD Los Angeles
Released December 2010

Credits & Description

Category: Publications & Media
Advertiser: SHOWTIME
Product/Service: PREMIUM CABLE NETWORK
Date of First Appearance: Dec 13 2010
Entrant Company: OMD, New York, USA
Group Director, Strategy: Jay de la Cruz (OMD)
Strategy Supervisor: Kristen Farren (OMD)
Strategist: Jason Wolf (OMD)
Associate Director, Digital Strategy: Steve Indich (OMD)
Digital Strategist: Steve Lieb (OMD)
Group Director of National TV Investment: Liza Davidian (OMD)
Associate Director of National TV Investment: Allison Farina (OMD)
National TV Analyst: Dana Lieberman (OMD)
Group Director of Print Investment: Julie Levin (OMD)
Associate Director of Print Investment: Meghan O'Brien (OMD)
Supervisor of Print Investment: Lisa Steiner (OMD)
Print Analyst: Brittany Strametz (OMD)
Local Broadcast Supervisor: Natasha Chester (OMD)
Director of Outdoor Investment: Joel Balcita (OMD)
Strategist of Outdoor Investment: Jill Schnitt (OMD)
Program Marketing Manager: Christine Seddon (OMD)
Senior Vice President, Media, Promotions & Partnership Marketing: George DeBolt (Showtime)
Senior Director, Media: Kjerstin Beatty (Showtime)
Media Manager: Sean McGarr (Showtime)
Vice President, Program Marketing and Advertising: Sharon Allen (Showtime)
Media placement: Out Of Home - New York: Double-Decker Bus Wraps, Consecutive Subway 2-Sheets/station Area Domi - 13 December 2010
Media placement: Out Of Home - New York: Perm Locations, Bus Kings W/headliners, Subway Clocks - 13 December 2010
Media placement: Out Of Home - New York: Times Square Saturation: Digital Newsstands And NASDAQ/Reuters Signage - 13 December 2010
Media placement: Out Of Home - Los Angeles:Perm Locations,Bulletins,Fully-Wrapped Busses, Ultra Super Bus Kings - 13 December 2010
Media placement: OOH: Cinema - National - :60 Spot Placement Prior To Franchise Coke Spot And Previews - 13 December 2010
Media placement: Digital - Facebook, Yahoo, MSN, YouTube, Last.fm, Photobucket - 25 December 2010
Media placement: Print - Front Cover Gatefolds: Entertainment Weekly, Rolling Stone, People, US Weekly, N - 21 December 2010
Media placement: Print - Front Cover Gatefold: Curve, Metrosource - 21 December 2010
Media placement: Print - 6-Page Insert: Vanity Fair - 21 December 2010
Media placement: National TV - Showtime, USA Movie - 27 December 2010

Insights, Strategy & the Idea
SHOWTIME scheduled its first quarter line-up of original programming on a single evening (9 January 2011), making the night an event for consumers. The line-up included two new series (Episodes, and Shameless) and a returning hit (Californication). Our objective was to raise awareness of this television event, introduce the new shows, and ultimately drive tune-in for the entire evening.

Messaging needed to break through the holiday clutter- and post holiday fatigue- to reach adults looking for quality programming during the “stay-at-home” winter months, including- but not limited to- SHOWTIME subscribers. To be relevant and impactful, messaging needed to align with consumers’ holiday media consumption (vs. regular habits). We also needed to encourage consumers to tune-in/purchase SHOWTIME versus watching the myriad of other original programming on broadcast, cable and premium cable networks. And to add to the challenge, SHOWTIME’s budget was considerably smaller than other networks.

Creative Execution
Media was used to convey the “Biggest.Sunday.Ever.” message. Placements were selected by their “bigness” and ability to showcase all three shows. The same creative was rolled out across all platforms, creating an impactful and omnipresent effect. Vehicle roll-out was grounded in consumer behaviour to maximize spending impact. Activity began with December OOH (transit/bulletins) in NYC and LA and a national: 60 cinema spot. New Year’s week saw the debut of Times Square saturation- above- ground with digital newsstands and Reuters/Nasdaq signage, and below-ground with subway domination).

Starting in January, core entertainment titles ran a SHOWTIME gatefold off the front cover. TV and digital presence also rolled out, culminating in impactful take-overs the weekend of premiere. SHOWTIME sponsored a limited commercial during the Saturday Night Movie (USA Network). Digitally, SHOWTIME had homepage presence in the highest traffic areas (Yahoo, MSN, Facebook & Photobucket) plus remarketing and TV endemic inventory.

Results and Effectiveness

Our campaign resulted in a strong ratings night across shows. Californication had the highest premiere ever for the series; this was especially rewarding since this was the first time the show drove the night’s programming (vs. benefitting from another program’s popularity). Episodes retained 91% of the lead-in audience, which is high for the industry.

Shameless drew 1.3 million viewers and ranked as the most watched SHOWTIME drama series premiere in 7 years. The night’s success was particularly strong considering the powerful competitive presence, such as the National Football League (NFL) "Wildcard" games.