Cannes Lions
OMD M2M, London / HEWLET-PACKARD / 2015
Overview
Entries
Credits
Description
The UK broadcast and content market has changed dramatically over the last few years.
Technological advances in the area of content distribution have changed consumer and viewer behaviour. Though the TV screen remains the biggest portal through which consumer access content it no longer is the sole player. Multi screen experiences: accessing content via mobile, tablet and PC and the adoption of social media and digital platforms have changed viewing patterns.
The advent of VOD, SVOD, NVOD and OTT services has also contributed to creating a more fragmented and challenging broadcast environment. As a result OFCOM, the UK broadcast regulator, has had to relax its rules with regards to advertiser funded programming (AFP), sponsorship and product placement. Sponsorship and AFP are widely accepted; the uptake on product placement has been relatively slow and limited. Despite the changes on the regulatory front the area of brand involvement remains a highly complex matter.
Viewers are willing to accept more brand involvement in programming as long as it doesn’t jar with the editorial content, allows them to interact instantly and delivers free additional services and a more rewarding and enjoyable experience.
Execution
They were drawn to the Problem because it was a different kind of show, for our audience, by our audience.
It was live-streamed on YouTube and replayed on our YouTube channel. It featured everything they wanted to see from Commander Hadfield talking about the significance of life to Kris Hallenga’s story of battling breast cancer and founding her own charity Coppafeel.
We also discovered Next Generation talent who benefited from HP’s help, fuel content for series and for the paid media campaign. In the end we armed ten Next Gens with the latest technology to turn their ideas into reality.
Outcome
The Next Generation lapped it up
After the Fox Problem, 60% of 16-34 year olds saw HP products as relevant to them
While 55% said they were more likely to consider HP products
Dwell time was over 13 minutes on YouTube, a 60% increase against the target
The new talent stories saw over 6 million views, with an overall reach of over 100 million impressions in the UK alone
An ROI of 6:1 helped HP grow their market share by 6% and regained their number one position in the market
Not so irrelevant now...
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