Bringing NBC shows and viewers back home
Brandcenter Project | 3 weeks | Strategy + Brand Campaign | Spec
TL;DR
Overview:
The streaming service landscape is competitive and highly saturated with hundreds of services to choose from with a few leading the category.
My Role:
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Researched the streaming landscape
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Identified the white space where Peacock can differentiate themselves
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Created the strategy and helped craft ideas for the campaign
Opportunity:
Peacock's streaming model differs from others as it's a vehicle for NBC's digital transition rather than a fully fledged competitor to Netflix, Hulu, HBO Max, and others.
Peacock doesn't need to generate tons of exclusive original content like Netflix, because NBC is already the home of decades of America's finest television. And that means it's your home too.
Strategy:
Feels like home.
Challenge
NBC's Peacock has little to offer in the realm of exclusive original content, and much of their content is available for free on their three-tier subscription model.
Concept:
Many of NBC's original shows are being brought back and taken off competitors services (ie. The Office being taken off Netflix). These shows are returning home and we want viewers to feel at home.
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Major streaming players like Netflix are hemorrhaging their most popular shows, including The Office, Parks & Recreation, and Brooklyn Nine-Nine. Why? Because they’re all NBC properties. We were happy to lend them out for a while, but now they’re coming home to NBC—to Peacock—where they belong. That means you belong here too.
Of all major streaming services, Peacock represents the biggest unknown when it comes to future viewership
Even though Peacock is the newest player on the scene they've been gaining traction and had a great debut after their soft launch
At the launch of Peacock in July of 2020 they had 10 million subscribers and are currently up to 26 million and growing.
But it isn’t until 2021 where Peacock will arguably really be hitting its stride where people will have a lot to look forward to including live sports, news, and reboots of the classics
Based on Peacock's streaming model we want to target two groups of viewers
Peacock's library treats its content the same way it did when it was NBC
over-the-air broadcast for decades:
free with commercials
With their free price tag that includes a plethora of free, original content along with the paid version that is priced lower than competitors is a driving factor to get people to try it out
Primary Target: Binge Watchers + Nostalgists
These are the young adults in their 20s and 30s who are either discovering or rediscovering classics that their parents loved or that they were too young to appreciate when they were syndicated. They started watching these shows when they came on streaming services. They want to connect with generations that came before them.
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Secondary Target: Non-Cord Cutters
These are the Boomers and Gen Xers. They grew up with cable and still watch shows on live TV. They have their favorite shows but tend to lean towards shows that they grew up with or give them a sense of nostalgia. They typically have a schedule for the shows they watch and have a few shows that they stream but aren’t 100% comfortable cutting the cord.
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Strategy/Concept: Feels Like Home
Idea:
Major streaming players like Netflix are hemorrhaging their most popular shows, including The Office, Parks & Recreation, and Brooklyn Nine-Nine. Why? Because they’re all NBC properties. We were happy to lend them out for a while, but now they’re coming home to NBC—to Peacock—where they belong. That means you belong here too.
Tone:
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Tap into nostalgia and the evergreen appeal of NBC’s properties
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Take ownership of NBC properties (“we’re not stealing The Office from Netflix; it always belonged here”)
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Make people feel like they belong on Peacock by appealing to their familiarity with some of Peacock’s programming. (“if you know, you know”)
Creative Executions:
OOH: Bus Shelters, Subways, Billboards
These ads will be placed in high traffic transit areas in cities like New York, Los Angeles, San Francisco, and Chicago. Since Peacock can be streamed from a laptop or phone, they can watch their favorite shows on their commute.
Innovation: Peacock x Peloton
Peacock will partner with Peloton to create video biking courses for famous NBC show locations. Have you ever wondered what Michael Scott's daily commute is like? How Jake Peralta and Amy Santiago fight Brooklyn traffic get to the Nine-Nine? Peacock and Peloton are joining forces to create exclusive scenic rides through your favorite shows. In the Brooklyn Nine-Nine ride, you'll catch scenic landmarks like the NYPD's 99th precinct, Shaw's Bar, and Wingsluts.
The Peloton software will also feature a Peacock extension to allow users to stream TV while they exercise.
Retail: Peacock x Publix
Peacock will partner with Publix’s product devs to brand some of their prepared foods (take-and-bake and ready-to-eat) as iconic foods from Peacock shows.
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Peacock shows are home to some pretty epic food moments. From Liz Lemon's night cheese to Tom Haverford's "zerts" to the "Pizza By Alfredo" debacle, our favorite characters are at their most #relatable when they're eating. Peacock and Publix are teaming up to offer some classic dishes for fans to heat and eat - because who wants to spend time cooking when you could spend time bingeing 30 Rock again?
Social: Promotion Videos
Taking clips from popular and classic NBC shows showing what it’s like to feel at home. These will be in the form of paid ads and organic content featured on Peacock’s social channels like Instagram, Twitter, and Facebook.
"Waiting For You To Come" :30
"Predictable" :15
Strategy Team:
Cat Marsh: Strategist
Creative Team:
Shannon Gill: Copywriter
Lex Coehlo: Art Director/Experience Designer