Best Dealer, Salesforce or Business-to-Business Campaign
Agency: NBC Universal / Bravo
Campaign: Breakthrough with Bravo Upfront Campaign
Client: NBC Universal / Bravo
Bravo wanted to position itself as a solution to industry challenges in the 2011/12 Upfront campaign. Overall objectives were to drive brand awareness, sales and market share and communicate the network’s year-over-year growth and unique value propositions to key decision-makers leading into the Upfront season, including its affluent audience, original content development and growth from No. 18 to No. 13 in adult cable households 18-49. The goals developed into the idea ‘Breakthrough with Bravo’.
For early meetings, Bravo utilized branded placemats and custom wrapped snacks. At the end of the presentation, attendees were given headsets filled with music from Platinum Hit, a new Bravo music program, to keep it top of mind.
Bravo created its fourth annual Affluencer magazine to leave in waiting rooms and place on desks of buyers and clients, covering the network’s core programming areas: food, fashion, beauty, design and pop culture, as well as offering case studies, discussions of digital innovations and other points in the channel’s history. QR codes in the magazine could be scanned to unlock behind-the-scenes content and exclusive interviews.
In March, Bravo hosted three simultaneous events in New York, Chicago and Los Angeles where they watched the Top Chef All-Stars finale and Watch What Happens Live, participating in Live commercial break cut-ins. Guests could text in to win a chance to be featured on the Watch What Happens Live Finale Special filming from the New York City event. Two of Bravo’s ‘foodie’ fans got to sit at the Judges’ Table and sample dishes at the finale. In Chicago and Los Angeles, guests were treated to dishes inspired by the finalists.
Bravo showcased new programming and its fall lineup. Conversations with show talent helped guests understand their potential connection with Bravo’s brands. Guests could also interact with the Platinum Hit Recording Studio and a photo booth with props from various shows.
Throughout the night, guests tweeted and viewed the tweets of the other guests. iPads equipped with Bravo’s live viewing companion app, NOW, allowed attendees to engage in conversations and view additional content.
Advertising running in Advertising Age, Mediapost publications, LinkedIn, NYTimes.com and Cynopsis garnered more than 4 million impressions and drove everyone to affluencers.com, where site traffic was up more than 2,064%.
The Top Chef All-Stars Finale drew 2.8 million viewers, a 9% increase over last season’s finale.
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