9 for Syfy Channel

9

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Released August 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: FOCUS FEATURES
Product/Service: ANIMATED FILM
Agency: SYFY
Date of First Appearance: Aug 25 2009 12:00AM
Entrant Company: SYFY, New York, USA
Media placement: TV Campaign - Syfy - 25/08/2009

Results and Effectiveness
The creative collaboration between Syfy and Focus features yielded positive results for both parties. For Focus Features, it meant a marked increase of audience awareness, including a leap in Facebook popularity. For Syfy in meant a jump in interest from potential partners looking for effective cobranded opportunities.

Creative Execution
The chosen creative strategy was to produce a cobranded “transformation,” one of Syfy’s signature ID marketing campaigns in which the power of imagination triggers an on-screen metamorphosis. Because Syfy and 9 have distinct animated environments, this moment of transformation was used to merge the two worlds. Beginning in the 9 world, the movie’s title character flees from a large and terrifying villain. Then a camera move separates the characters from their background environment, bringing them seamless into the Syfy brand world and giving our hero a chance to escape.

Insights, Strategy & the Idea
The objectives of the Syfy/ Focus Features “9” cobranded spot were twofold: First, to assist Focus Features in promoting their new animated adventure to Syfy’s imagination-obsessed, theater-going audience; Second, to expand Syfy’s brand environment by emphasising the connection between Syfy’s values and the imagination of Focus Features’s highly-anticipated movie. That both Syfy and 9 use high-end animation as their preferred storytelling device opened the door to many compelling creative options.