Now TV Party Popper
Hope you like orange! All the while NOW TV were throwing a colourful party on TV and Radio to celebrate the Combo – we needed a disruptive, fresh and simple to deliver the Combo message across press, OOH, digital and social (without people). These adverts needed to explode with the 'no contract message' and unpack what you could benefit from in less than three seconds... so we broke it right down to the bare essentials, and soaked each element in the acid-pop palette of NOW TV.
The Combo is made up of three elements, TV, Broadband and Smart Box. We took existing icons that V3 had developed for the global NOW TV branding, and worked closely with FX Goby and his team at Nexus Productions to bring them to life as beautiful paper-crafted entities with a physical weight that could be shot from our branded party popper in a super-stylised macro 3D space.
The world was brought to life across all manner of press formats, and published (along with OOH) across 6 weeks of heavy rotation. We created full-page spreads, three-quarter pages, a variety of half-pages, and even managed to invent our own format – the H-format (below).
Out of home
The formats extended through conventional 6- and 48-sheet placements – which were, of course, extremely hard to miss in the zappy orange. Wherever we could we also aimed to make contextually-aware use of the space available.
We dotted consecutive 6-sheets (above) in threes across the country, and created a series of over twenty static and digital formats (below) for use both inside and outside Waterloo station as part of Waterloo Domination.
This activity also extended to free taxi rides in my favourite format of all, the lurid NOW TV Combo Cab.
The art direction really pings as a digital asset.
We used range blocks and retargeting on Facebook to ensure that all of our followers were teased, chirpsed and cajolled into joining the party.We partnered with our sister agencies to create a party moment at every point of contact. Within the ENGINE group we helped to achieve a social first – a fully panoramic searchable two million megapixel image of New York where lucky finders of the COMBO ticket suite had the chance to win fantastic prizes.
On Instagram we targetted viewers that knew their boxsets so that they could enter tough challenges to win fibre-speed broadband.
We even extended into apps like MyFitnessPal where someone got it wrong.