Challenge
Creating a compelling launch campaign for "Billions" that captures the show's essence—a blend of high-stakes finance drama and morally complex characters—while ensuring wide visibility and engagement across various markets.
Designing a campaign that stands out in the saturated market of cable dramas, especially in a genre filled with similar themes of wealth, power, and corruption.
Leveraging out-of-home video platforms effectively to engage potential viewers in diverse locations, from urban centers like Downtown New York to national Westfield malls.
Ensuring the campaign reflects the "guilty pleasure" and "prestige trash" nature of the show, as described by critics, without undermining its quality and appeal.
Solution
Developed a series of captivating video ads that distilled the essence of "Billions," showcasing key moments and characters to pique interest and convey the show's unique tone and style.
Launched the campaign initially at the Fulton Center in Downtown New York, leveraging the high foot traffic and diverse audience, followed by a strategic rollout to Westfield malls across the nation to maximize exposure.
Focused on featuring the show's biggest stars, such as Damian Lewis and Paul Giamatti, to leverage their star power and draw in fans.
Emphasized the show's sharp dialogue, complex characters, and dramatic stakes in the video content, aligning with the show's positioning as a high-quality, edgy drama.
Ensured that all campaign materials maintained a consistent message and visual style, reinforcing the brand identity of "Billions" as a premium, must-watch series.
Utilized feedback and insights from initial deployments to refine and optimize the campaign for broader national reach.
Outcome
The launch campaign successfully captured the attention and interest of a wide audience, contributing to strong viewership numbers for the first and second seasons of "Billions."
The campaign's innovative use of out-of-home video and its effective execution were recognized with a PromaxBDA Gold award, highlighting its creativity and impact in entertainment marketing.
