ROLE
Creative Direction, Script
Brand Campaigns
National Geographic Reboot
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THE CHALLENGE
The infotainment category often looks similar because of similar sub-genres i.e. science, wildlife and adventure. Resulting in viewers confusing programs and destinations.
THE SOLUTION
STAGE 1
Focus on sub-genres. We worked with the programming team to divide the primetime hours into 4 distinct one-hour strips and labelled them clearly as per the content bucket e.g. Wildlife, India, Investigation etc.
The final characters were loosely based on popular movie characters.
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THE NARRATIVE TREATMENT
‘Pay homage to the copycats who make B Movies possible with limited resources.'
THE SETTING
A travelling theatre in rural India that uses several tricks borrowed from a Japanese form of theatre ‘Kuroko’ that uses stagehands. The audience is mesmerised by the ingenuity of the entire crew.
STAGE 2
We carved a communication that could be replicated across all elements big and small. Most importantly, ties the content with the National Geographic’s mission statement of being curious.
‘Every question takes us further’
The idea was adopted across mediums, from brand spots to navigation, print and digital posts.
All new look - New logo and Brand Identity
Vibrant Channel Packaging
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BRAND FILMS
TREATMENT
The films drew inspiration from themes in movies and TV soaps rooted in our daily lives. Like 'A Mother's unconditional love', Brothers turned enemies', 'Conquering the impossible' etc. We sifted through hours of footage for each film to mimic the continuity and scale of a feature film.
RESULTS
In two weeks we noticed an increased duplication rate from 20% to 50%, confirming that audiences were returning. We also noticed a reduction in viewers dropping in commercial breaks. The decay rate went from -40% to -20%, thus establishing all break elements and promos were keeping the viewer hooked during commercial breaks. Everything culminated in higher TSVs and multiple awards for the campaign.
This blend of strategy and communication was appreciated across the region and this campaign and navigation format was adopted across APAC.
AWARDS
Promax India Awards 2019
Gold: Best Launch Campaign
