Syfy Channel Promo, Case study ALICE by BIG PICTURE GROUP


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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Creative Director William Lee
Released November 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: SYFY
Product/Service: TV PROGRAMME
Agency: SYFY
Date of First Appearance: Nov 27 2009 12:00AM
Entrant Company: SYFY, New York, USA
Senior Vice President Marketing Global Brand Strategy & Creative: Michael Engleman (Syfy)
Creative Director: William Lee (Syfy)
Project Manager: Vicki Adams (Syfy)
Agency: (Big Picture Group)
Media placement: Alice EW Ad - EW Magazine - 27/11/2009

Results and Effectiveness
The effectiveness of the Alice strategy was made clear by the ratings: the 2-hour event outperformed any other movie in the channel’s history.

Creative Execution
To convey this important selling point in print ads, Syfy put a playful twist on an iconic image that, when combined with a direct tagline, would both resonate with anyone acquainted with the original tale, and entice those looking for something new: A different-looking Alice, peering down the infamous rabbit hole.

Insights, Strategy & the Idea
In Syfy's epic 2-hour event, Alice, viewers followed the White Rabbit to a whole new Wonderland. But although the adventure was exciting and different, there were also many familiar faces and sights to look forward to - a crucial factor in making this event accessible to a broad audience. The challenge? To represent the old, while teasing the new, all in one memorable image.