ALICE by BIG PICTURE GROUP for Syfy Channel

ALICE

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

Credits & Description

Category: Best Use of Newspapers
Advertiser: SYFY
Product/Service: TV PROGRAMME
Agency: SYFY
Agency: BIG PICTURE GROUP
Date of First Appearance: Dec 6 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: Newspaper Ad - New York Times - December 6, 2009

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

Creative Execution
To convey this important selling point in print ads, Syfy put playful twists on iconic images that, when combined with clear copy, would both resonate with anyone acquainted with the original tale, and entice those looking for something new.The effectiveness of the Alice strategy was made clear by the ratings: the 2-hour event out-performed any other movie in the channel’s history.

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.