Syfy Channel Promo, Case study FACE OFF LIVE by Fallon Minneapolis

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Fallon Minneapolis
Creative Director Joe Loskywitz
Account Supervisor Ben Johnson
Released January 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SYFY
Product/Service: TV PROGRAMME
Agency: FALLON
Agency: SYFY
Date of First Appearance: Jan 17 2011
Entrant Company: FALLON, Minneapolis, USA
Creative Director: Joe Loskywitz (Syfy)
Senior Vice President Marketing: Blake Callaway (Syfy)
Vice Presodent Off-Air Marketing and Promotions: Dad Ortiz (Syfy)
Brand Manager: Mozghan Setoodeh (Syfy)
Coordinator: RJ Cupelli (Syfy)
Chief Communications Officer: John King (Fallon)
Group Media Director: Lisa Poerio-Shimek (Fallon)
Associate Media Director: Amber Benson (Fallon)
Media Planner: Brian Olsen (Fallon)
Assistant Media Planner: Andrew Young (Fallon)
Integrated Producer: Matt Polski (Fallon)
Integrated Production Specialist: Ryan Philippi (Fallon)
Account Manager: Michael Papadeas (TH Productions)
Account Supervisor: Ben Johnson (Horizon Media)
Head of Integrated Production: Corey Esse (Fallon)
Director of Business Affairs: Brendan Lawrence (Fallon)
Chief Creative Officer: Darren Spiller (Fallon)
Media placement: Stunt & Makeup Transformations - The Grove - 1/17/2011
Media placement: Makeup Transformations - Entertainment Tonight - 1/17/2011

Insights, Strategy & the Idea
Our client, Syfy, had a challenge in launching Face Off, a new reality series where the best in special effect makeup artistry compete head-to-head. With a TV landscape already flooded with competitive reality shows, we needed a clever way to bring this behind-the-scenes craft into the spotlight. To do this, we took the most imaginative element of the show, the amazing transformations, and created a strategy that allowed consumers to experience these transformations firsthand—in a variety of ways. We focused our attention on Los Angeles and Hollywood entertainment media to make sure we were signalling something big to the fans who would be most excited.

Creative Execution
We took the most imaginative elements of the show off the screen and onto the streets of Los Angeles, by setting up stage at The Grove. We enlisted seven expert makeup artists, from movies like Where the Wild Things Are and Pirates of the Caribbean, to transform seven models into a single character inspired by Mother Nature.
We created a live time-lapsed effect by staggering the transformations so that, as the first model was three hours into her makeover, the last was just beginning. This ensured that passersby could see multiple steps of the character’s evolution.

We engaged further consumers when our models took to The Grove to interact with the public, using iPads to give consumers an opportunity to transform their friends on Syfy’s Facebook page.

TONIGHT We extended transformations to entertainment tonight to create even more excitement in Hollywood.

Results and Effectiveness
Not only did we transform models and an Entertainment Tonight correspondent, but we transformed ratings expectations for Syfy’s reality programming.

- Over 1.4 million viewers tuned in - the highest ratings for an unscripted debut since 2003.
- Ratings were led by a younger audience; highest unscripted debut since 2004 (P18-34).
- Best of all ratings, held through the season, and Face Off will return for Season Two later this year.