WHY DO YOU WATCH OPRAH? by HARPO STUDIOS for THE OPRAH WINFREY SHOW

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WHY DO YOU WATCH OPRAH?

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Industry Shows, Events & Festivals
Media Promo & PR
Market United States
Agency HARPO STUDIOS
Released July 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: THE OPRAH WINFREY SHOW
Product/Service: INTERVIEWS WITH LOYAL VIEWERS AND OPRAH SHOW FANS
Agency: HARPO STUDIOS
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: HARPO STUDIOS, Chicago, USA
Former Creative Director: David Mellott (Harpo Studios / Inc.)
Creative Services Director: Keisha Mcclellan (Harpo Studios / Inc.)
Assistant Creative Services Director: Kathleen Penny (Harpo Studios / Inc.)
Executive Director Creative Services And Development: Jon Sinclair (Harpo Studios / Inc)
Media placement: Print Advertisement - O Magazine - 1 June 2009
Media placement: Television - TV affiliates - 1 July 2009
Media placement: Online/Internet - Oprah.com & YouTube.com - 1 July 2009

Describe the objective of the promotion.
The Oprah Winfrey Show has been on the air for 24 seasons and through the years our goal was to touch lives, provide inspiration and give people a voice. We wanted to interview fans and viewers of the show to find out in their voice, what makes them want to watch us and have we been successful in our mission.

Describe how the promotion developed from concept to implementation
We thought it would be a good idea to reach out to fans and viewers with a series of questions about why they watch The Oprah Winfrey Show. What better place to interview our fans and viewers than right here at the show. For three days, we spoke to the fans who spent time getting tickets, travelling to the studio and waiting on line to enter the show taping. There's over 300 guests per show taping, so you can imagine how many interviews we did. We received an overwhelming positive response from all of our interviewees.

Describe the success of the promotion with both client and consumer including some quantifiable results
We didn't look for this promotional spot to increase ratings or drive viewership. We just wanted to hear what our fans and viewers had to say about why they watch us, what keeps them watching us and to give them a voice so they can share their opinions with other Oprah Show fans and viewers.

Explain why the method of promotion was most relevant to the product or service
The method of promoting this using spots for TV, Print ads and featuring promos on Oprah.com and YouTube allowed us to reach our fans and viewers and show them great, diverse examples of everyday Oprah Show watchers.