Launching a TV show is all about creating awareness. So what do you do when the awareness precedes the launch campaign? You meet the audience’s expectations. In the case of CONAN that meant doing the unexpected.
Our creative direction for the photo shoot called for Conan to interact with a live owl. The looks of extreme alertness and unapologetic couth were captured on camera, giving the images an unmistakably real and spontaneous quality.
SERIOUSLY FUNNY TRADE ADVERTISING
Normally, advertising assumes a discreet voice when speaking to the trades. But with Conan, there is no normal. We generated trade ads that captured Conan’s particular brand of self-deprecating humor, which resonated with his loyal fan base of Adults 18-49. Making the transition from network juggernaut NBC to smaller scale cable channel TBS was a major challenge. Our objective was to reach our Team Coco demo, while remaining inclusive enough to expand on the host’s core audience.
Promoting a successful television show is a recurring process, requiring a consistent tone while continually changing the content. As we continue to help TBS generate awareness, we freshen up the campaign to support the show’s event programming and promote awareness during awards season.
We create awareness. We generate emotion. We motivate action. We Make the Connection.