Sci Fi Channel needed to reverse negative perceptions of its brand, attract new viewers and achieve a rating of 4.0HH (up from a 0.7 average). They hoped a 10-night mega-series produced by Steven Spielberg would do the trick.
The media program would have to be about much more than Sci Fi. We needed to tap into America’s fascination with UFOs. Our qualitative research told us that 95% of people agreed that we could not be alone in this universe. The program’s success hinged on our ability to play off this human truth.
We coordinated a guerrilla media program with the largest film developers by inserting a stray photo into millions of people’s developed film. The picture on the mysterious photograph was off center and out of focus, but looked as if there was a UFO in the background sky. The consumer didn’t know where the photo came from or what it was until the picture was turned over to reveal a logo and airdate for "TAKEN."
Launch the new Janice Dickinson show to viewers and the NY-based media industry.See Case Study
Introduce the show and characters to moms who are inundated with advertising messages on a daily basis, and are very skeptical of all advertising.See Case Study