INTEGRATED PRODUCT LAUNCH

NBCUniversal | Launch

NBC has been around for almost 90 years. Online video is nothing new. We were tasked with announcing the introduction of a service that's 10 years too late. So we had fun with it. We showed how the places you often find boring are now suddenly more dramatic, more entertaining, or more hilarious. It's all possible thanks to NBCU's suite of apps, which allow you to Watch TV Without The TV™.

The campaign spanned all of NBC Universal's properties, everything from the flagship of NBC to E!, USA, and lesser known networks like Esquire TV and Sprout. We combined digital, TV and outdoor to promote fourteen different networks and over twenty different shows.

The TV spots addressed people's newfound way of enjoying the most monotonous locations. Sure, certain places can be painfully boring. Or annoying. Or downright offensive. But with NBC content on your mobile device, you can drown that right out and dip into something good.

We launched the entire campaign with a massive run of display ads, highlighting shows across the NBCU network.

Once we got the word out, we wanted to make sure people could take advantage of watching TV anywhere, so we tookover the hallow ground under 30 Rock. Our Rockefeller Station Subway takeover encouraged people to take advantage of the free WiFi in the station and watch TV wherever they pleased.

Ultimately, the massive push included NBCUniversal's 7 brands, 24 shows, 47 video spots and over 7300 different executions across social, search, and display. The result was broad awareness, extensive press mentions and increased digital engagement.

App downloads rose over 10% year over year, and unique users were up over 59% in the same time period. The campaign was a finalist for the 2015 Shorty Awards.

PRESS:
Campaign Live
USA Today
Little Black Book

Executive Creative Director: Matt Ian
Creative Director: James Cheung
Art Directors: Alex McAreavey & Jeff DeGeorgia
Copywriters: David Ma & Rob Colucci