Millennials (now in their 30s and early 40s) are heavy users of streaming platforms like Netflix & Disney+ and an interesting demographic for streaming brands to target.

Pickx is a local streaming platforms and wanted to raise its brand awareness among the valuable streaming audience of millennials. Pickx doesn't focus on international blockbuster content but on local Belgian content. That's why they created a unique live experience by bringing back the iconic TMF TV channel for one day and hit the nostalgic sweet spot of millennials. The iconic lifestyle channel’s 25th anniversary resulted in one of the most exciting live TV experiences of 2023.

Objectives were:

- engagement with the live event on Pickx

- earned media & free PR value

- awareness of the Pickx brand among millennial audience

Instead of trying to compete with the star-studded lineups of our competitors we turned to nostalgia. We didn’t bring back a nineties haircut, we brought back a whole TV channel and a way of life. TMF was the nineties channel TMF that shaped every millennials' childhood in Belgium.

During one day, we brought back an iconic TV station and a matching lifestyle, through the people that made it iconic. And this included not only the VJ's and artists but also the viewers, aka "the TMF generation".

Our creative used insights from this 90s culture that only our millennial audience would understand, and that made them feel special.

INSIGHT:

Forbes declared that nostalgia-centric campaigns resonate the best with millennials (source: https://bit.ly/49T7rki ). A lot of today's music and fashion trends originate in late 90s and early 2000’s. In an age of impersonal digital media, building social connectedness through nostalgia is an smart way to leverage pride & optimistic feelings.

KEY MESSAGE:

The TMF generation. Back for one day.

TARGET AUDIENCE:

Millennials for which TMF was a lifestyle companion in the late 90s/early 2000's. Today in their 30s/early 40s with busy lives, they think back to that period with warm feelings.

CREATION:

We reconnected our old audience on a new platform.

part 1 -> connect with the TMF generation in the weeks preceding "TMF for one day" event through digital, out of home and radio.

part 2 -> "TMF for one day" live streaming event + social amplification under the "The TMF Generation" umbrella

TEASING/PRELAUNCH (11/9 -> 13/10)

We built up anticipation to the TMF comeback using radio, digital and outdoor with clever 90’s insights (starring Buffalo shoes, MSN, 90s haircuts,…) that only our audience would understand and talk about with peers of their generation. PR & influencers reinforced the momentum of "TMF back for one day".

D-DAY 14/10

We went live nationwide (total population Flanders = 6 million people - the live feed was open for everyone also non-clients of PICKX) for 13 hours on the PICKX steaming platform with a mix of interviews, music performances and highlights from the 90s and early 2000s. We used forgotten 90s artists (including VJ Roos en Jessy Mackenzie). Also their comeback provided fantastic PR value. Our open studio in a central Antwerp location made fans came to the studio and interact with their idols.

EXPAND (15/10 -> 31/10)

Opportunity to relive the event via digital.

EARNED MEDIA / TIME SPENT WITH THE BRAND

During the one day TV event, we opened the Pickx streaming platform for everyone. This resulted in a record audience of 520k viewers (total population Flanders = 6 million) with an average viewing time of 47 minutes per viewer.

BRAND ENGAGEMENT

The press labeled it as the biggest TV comeback of 2023. We had more than 220 press clippings, amounting to 7,5 million euro PR value. The event struck a chord in culture, total PR reach was 39 million in Flanders, meaning that everyone encountered the event at least 6 times.

BRAND PERCEPTION

- 30% said it had a positive impact on their view on Pickx.

- 74% had talked or shared content with friends about the event

- 94% said they would come back if their was another nostalgia event.