Sky Tv: GIRLS Break Up Ice Cream, 4

Credits & Description:

Brand SKY TV
Entrant DDB GROUP NEW ZEALAND AUCKLAND
DDB GROUP NEW ZEALAND Auckland, New Zealand Entrant Company
DDB GROUP NEW ZEALAND Auckland, New Zealand Idea Creation
DDB GROUP NEW ZEALAND Auckland, New Zealand Production
DDB GROUP NEW ZEALAND Auckland, New Zealand Media Placement
SKY TELEVISION NEW ZEALAND Wellington, New Zealand Additional Company
Damon Stapleton DDB Group New Zealand CCO
Shane Bradnick DDB Group New Zealand ECD
Rory McKechnie DDB Group New Zealand CD
Nicole Sykes DDB Group New Zealand CD
James Conner DDB Group New Zealand CD
Christie Cooper DDB Group New Zealand CD
Veronica Copestake DDB Group New Zealand Senior Copywriter
Zac Lancaster DDB Group New Zealand Art Director
Tom Cunliffe DDB Group New Zealand Copywriter
Judy Thompson DDB Group New Zealand Producer
Alva Waldron DDB Group New Zealand Agency Producer
Steve Gulik DDB Group New Zealand Camera/Editor
Mark Tretheway DDB Group New Zealand Editor
Barnaby Fredric DDB Group New Zealand Camera
James Blair DDB Group New Zealand Lead Business Partner
Katya Urlwin DDB Group New Zealand Business Director
Johannes Gertz DDB Group New Zealand Digital Producer
David Kirschberg DDB Group New Zealand Digital Animator
Julz Lane DDB Group New Zealand Print Producer
Gordon Moir DDB Group New Zealand Retoucher
Paul Edwards DDB Group New Zealand Mac Artist
Janine Wareham International Rescue Illustrator
Synopsis
With the final season of GIRLS airing, on-demand platform NEON needed to get as many people watching the show as possible while also avoiding the subscriber drop off that typically happens when a high profile show ends. On-demand providers don’t have the same long term contracts that traditional cable networks have so user churn based on available content is a constant challenge.
Strategy
Rather than promote the premiere of the show, we decided word of mouth would let people know the new season had arrived. Instead we focused on the show’s finale – this is the time when many people tune in anyway, so they can binge watch the whole season at once. But it is also the time people are most likely to cancel their subscription, once they’ve finished the show. By launching our comms here we hoped to avoid the usual cancellations after the conclusion of a fan favorite show
Relevancy
This campaign consisted of a direct response promotion via facebook that resulted in a product being delivered to participants’ homes.
Outcome
Girls Break Up Ice Cream was created with a cost of around $10 per item, with approx. $30k for the whole campaign. In the past we had tried to retain customers by offering a free month, which is worth $15 a month, but had limited long term success. By creating our Break Up Ice Cream we managed to retain 92% of customers, a far higher rate than when similar high profile shows have ended, at a lower cost to the previous method.
Execution
As the final show was made available on our platform on April 23, 2017, we launched social, radio and outdoor ads informing people that GIRLS Break Up Ice Cream was now available to help people get through the pain of the season ending. We then directed fans to our facebook page where we could interact with them and engage in more conversation about their pain at the show ending. Here we also mined their locations, where we then delivered the ice cream via our highly visible sad ice cream truck throughout inner Auckland as people were settling in to watch the show.
Campaign Description
To help fans get over the fact the cast of GIRLS was leaving them, we created GIRLS Break Up Ice Cream. These specially designed ice cream flavors with suitably bleak names were delivered to fans’ homes via our custom sad ice cream truck in time for the final episode.
On the back of the packaging we included something to make sure the fans didn’t break up with NEON: a list of shows on our platform that would help them get over the end of GIRLS, and prevent them from cancelling their subscription.