Cannes Lions

Space Invader

MADMONKEY, Shanghai / BEIJING TV (BTV) / 2019

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Supporting Images
Presentation Image

Overview

Entries

Credits

Overview

Background

Beijing TV (BTV), is one of China’s premiere national satellite TV channels, offering highly entertaining programs.

Today BTV wants to stand head and shoulders above the competition and enhance its image as China’s most outstanding content provider.

We want to deliver the message that television is always more interesting on BTV.

Situation:

Beijing TV (BTV) is one of China’s premiere national satellite TV channels offering entertaining programs.

But today, the network is losing viewers, as people have more viewing options and ways to access programs.

Brief:

Build an image for BTV that it’s still the right choice for people in search of interesting and entertaining content.

Objective:

Raise subscriptions.

Budget:

With a tiny budget, we still wanted to achieve something for the brand.

Project scale and volume:

With a small budget, we focused on a local neighbourhood campaign.

Idea

We coined a tagline “Makes TV a Joy” for the campaign, and under the concept, we turned things on TV into something interesting in each execution.

In this advertisement, a space invader was lurking inside a television screen that had no-signal. We hoped to deliver the message to young people that everything on BTV is enjoyable and more interesting.

In the other advertisement, the volume of the TV looked like Dominoes. We hoped to deliver the message to young people that everything on BTV is interesting and enjoyable.

Execution

We used elements that strongly reflected TV in developing ideas. All the elements built an image that fit within a TV screen.

We released the campaign in specific neighborhoods in Beijing, to reach as many people as possible.

The poster campaign applied flat design style to imply a modern flavor of BTV.

Outcome

The perception about BTV improved. According to one survey completed after the campaign, many people recalled the images of the executions.

Subscriptions to BTV increased 20%.

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Dominoes

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