mark field, director of invention & charlotte bell, associate director, mediacom …...
TRANSCRIPT
Mark Field, Director of Invention & Charlotte Bell, Associate Director, MediaCom
@WeAreSolutions
Editorialising brands, creating content
that matters to and inspires our audiences
…and the industry is investing in it
Who are Trinity Mirror Solutions?
Massive Digital
Audiences
Outperforming Print Local, Regional, National,
Global
We serve
mass market
mid-market
upmarket
wealthy elite
the middle 50% percent who have
grown & flattened in wealth
distribution & attitudes
breadline
‘s creative process
A bit of background
Content is at the heart of Sky’s
business more than ever
More original dramas on the
horizon
Increasingly competitive market
Audience not as engaged with Sky 1 after launch of Sky Atlantic
Passive selection of TV programming
Stand-out is key to trigger active TV decision making
Shift in focus from display only to content
Source: This is money 29th July 2015
Raise the profile of Sky 1’s new
flagship comedy drama You, Me &
the Apocalypse
Drive tune in for first TX
Drive awareness
Create buzz, excitement & talkability
around the show.
Challenge set to Media owners
We looked to Modal Britain
TV remains the primary platform for Modal Britain
It is more than entertainment …it’s an activity that’s shared (family / colleagues / friends), it’s social currency
Families enjoy shared viewing of ‘TV everyone is talking about’
Very little TV is spontaneous - viewing habits are rooted in pre-selected programmes
Source: Trinity Mirror TV passion points, Qual & Quant, 2015
Brand Truth
Sky 1 is the best destination
for unmissable entertainment
that captures the imagination
of the whole family It’s the end
of the world
if you don’t
watch it
Our connecting idea
Audience Truth
From idea to realisation
Lots of senior stakeholders
Changing the ‘real estate’
Doing something new
Challenging the norm
Delivering on our promise &
only promising what can be
delivered
Refine the ideas
Challenged the team to be
bolder
Guided the client to be brave
Sought out a point of different
Sold in the ideas to the client
Launch day at the agency
Success evidenced in the results
Source: Trinity Mirror Mouthpiece study
1.65m viewers tuned in to watch the first episode
Creative approach prompted higher than average intent to view,
enjoyment scores and attribution back to Sky 1
Proved the effectiveness of content led approach to drive tune in
Shift in briefing process and ways of working
Set a new standard for high impact content solutions
Thank You
@WeAreSolutions