Cannes Lions

Peacock - Creative Business Transformation C01

PEACOCK, New York / PEACOCK / 2021

Case Film

Overview

Entries

Credits

Overview

Background

NBCUniversal was scheduled to launch its streaming app, Peacock, in July 2020. The big problem: it was a crowded market. On top of subscription fatigue, consumers were experiencing decision paralysis and nearly infinite scrolling, spending 10 minutes on average each day to find content to watch. NBCU aimed to launch a streaming service that would stand out from its peers.

Strategy

In order to bring NBCUniversal’s massive library of owned and acquired content to market in an intuitive app in under a year, we had to rethink process. We approached Peacock’s development with a strategy of “design first.” This let us design multiple options at speed and bring concepts to a testable phase quickly. We tested concepts weekly with focus groups, and prototypes were tested with users bi-weekly.

As a leader in TV, NBCUniversal decided to leverage the best parts of TV for Peacock, creating a streaming service with a pulse. This became much more than a traditional video-on-demand offering – a place where breaking news would exist alongside an amazing library of movies and shows.

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