Jack Perry, the CEO & Founder of Zeam Media, a renowned technology powerhouse behind major platforms such as the NFL, Paramount+, and Hulu, entrusted our agency with spearheading the launch of their groundbreaking streaming service, Zeam. This innovative platform is dedicated to delivering hyper-local news, sports, events, and more, reflecting Zeam's core mission to champion and elevate local content, providing free, personalized, accessible viewing to audiences everywhere. Zeam's primary objectives included driving platform awareness, Zeam.com traffic, and app downloads.

Our creative idea, "the new essential," presented a fresh perspective within the category, emphasizing Zeam's uniqueness as a pioneering platform, and positioned the brand as a central hub and vital link to the content that helps people feel connected to the world around them.

We showcased this idea with a TV spot featuring John Stamos, a beloved figure from Cypress, CA. Adding charm to the brand as our “unnecessary celebrity spokesperson," Stamos personalized our campaign by addressing each market individually – so wherever you were, he was talking to you directly, showcasing Zeam's ability to resonate with local audiences.

Zeam's success is driven by its innovative platform and commitment to local content. Through our creative idea, we brought Zeam's vision to life, executing a groundbreaking national campaign that celebrated each community's unique essence.

Through extensive qualitative and quantitative research, we gained crucial insights into the challenges consumers face amidst a sea of content options. It's clear that brands must leverage their strengths by emphasizing functional benefits in their narratives to stand out.

In today's saturated landscape, consumers crave platforms that offer a distinct, personalized experience, catering to their mood and preferences. Local news remains a vital aspect of their lives, reflecting a desire to stay connected to their communities and beyond. Additionally, there's a growing appetite for diverse local content that transcends geographical boundaries, enriching viewers' understanding of different regions.

In response, our creative strategy focused on the platform's uniqueness, particularly its emphasis on all things local—news, sports, and more, knowing that potential viewers would be drawn to Zeam for its unmatched access to round-the-clock, localized content, satisfying their hunger for engaging stories tailored to their interests.

Our innovative creative strategy yielded tangible business outcomes for the brand. As a free service supported by advertising revenue, our Super Bowl TV campaign resulted in a remarkable 73% surge in viewership across media markets compared to control markets. Additionally, the platform experienced a substantial increase in time spent on platform, with total monthly viewing soaring to an impressive 90 million minutes.