Zeam is a groundbreaking new streaming service for local TV. Strategically, every aspect of our campaign reinforced the local focus. We created the biggest Super Bowl campaign ever executed locally and addressably, in every market, simultaneously. Each spot was customized for the market with Zeam’s “Unnecessary Celebrity Spokesperson,” John Stamos, personally addressing consumers where they live. As programming ramps up, the 360 degree campaign continues, leveraging data science and AI to persistently optimize creative and media across every channel, amplifying awareness and growing Zeam’s viewership. This go-local campaign established Zeam as the champion of local TV on advertising’s biggest day.

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.

Communities are starved of quality local content. The New York Times described this lack of access as a national crisis. “The loss of local news coverage in much of the United states has frayed communities and left many Americans woefully uninformed.” Zeam has a wide variety of programming, including local new stations from all over the country, making it more accessible to consumers and communities.

Zeam serves as a personalized hub, connecting viewers to their favorite locales and meaningful events. For consumers, Zeam satisfies the inherent curiosity for local perspectives in an increasingly interconnected world.

Instead of buying a national Super Bowl campaign, Zeam established itself as the champion of local TV during the Big Game by building a national campaign market by market, locale by locale. Zeam took the hyper-local focus even further by customizing each spot, so that the campaign spoke directly to audiences where they were watching the game.

Culturally, the Super Bowl values celebrity talent, but John Stamos became Zeam’s “Unnecessary Celebrity Spokesperson” because a local streaming service doesn’t really need a celebrity. And audiences took notice when the guy they’ve known as “Uncle Jesse” spoke directly to them, even to a small town like Hazard, Kentucky (population 5,000).

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.

Our client's decision to penetrate the consumer market was a natural progression, leveraging their proven success in powering live streaming for giants like Paramount+ and Hulu. However, transitioning from a predominantly B2B focus presented a formidable challenge: launching a new streaming platform directly to consumers in an already-crowded category, and without the internal marketing expertise needed for effective DTC targeting.

Zeam's core mission is to elevate local content, providing free, personalized, and easily accessible viewing experiences globally. Perry's vision was to establish Zeam as a refuge for consumers—a "place to land" after indulging in other streaming content—a true home base.

Our agency developed the Zeam brand through research, brand positioning, visual identity, naming, and a comprehensive 360-degree campaign across multiple channels. Our main objectives were to enhance platform awareness and, crucially, drive both viewership and app downloads, cementing Zeam's position in the fiercely competitive streaming industry.

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 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.

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.