Brand Experience and Activation > Product/Service

CITY OF THE FUTURE

CIVIC ENTERTAINMENT GROUP, New York / THE HISTORY CHANNEL / 2007

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Overview

Credits

Overview

ClientBriefOrObjective

The ‘City of the Future’ campaign was designed to accomplish three key goals – (1) overall, project a forward looking, contemporary image for The History Channel, (2) with that positioning, drive heavy tune-in for the series premiere,'Engineering an Empire,' particularly among the younger audience (need to drive down THC audience age), and (3) secure significant ad dollars from blue-chip, visionary brands.

Effectiveness

Campaign spurred record-breaking series premiere (13%+ previous record. Beat average 2006 premieres by 18%) and helped lower audience age (>15% 18-49 than all THC series.) Closed deals with Infiniti and IBM, netting $8MM incremental advertising revenue (CONFIDENTIAL). With 150,000+ attendees, events showcased THC’s position at the center of today’s hottest issues; garnered cover stories in NYTimes, Chicago Sun Times, LA Times (27MM+ impressions; 10:1 ROI)Campaign received 2007 GOLD Reggie (Event Marketing)."The city of the future is no longer a fantasy but a reality, the exploration of the future no longer a luxury but a necessity.” - Daniel Libeskind

Implementation

Staged first-ever event crossing formal design charrette with reality-style live art installations. Challenged top architects to conceive/build visions for their “City of the Future,” rooted in lessons from great empires in the series.(1) Secured American Institute of Architects, Reed Kroloff (Dean, Tulane Architecture School; competition manager) for credibility, (2) Timed model building for event sizzle; (3) Recruited blue ribbon judges -- Chief Architect of the United States Shepherd); 2005 Pritzker Prizewinner Mayne; “Freedom Tower” @ WTC designer Libeskind); (4) Partnered with host cities - NYC, Chicago, LA to address actual city planning “hot topics,” and attract top officials to events.

Relevancy

“City of the Future” provided ideal solution to place THC/Infiniti/IBM at center of “hot” issues -- global warming, population growth, security -- and connect historic events of “EAE” with consumers’ lives today.EAE campaign demonstrated THC brand essence - “lives/events of the past provide a blueprint for the future;” and connected with younger audiences.Off-net elements (events, online, etc.) delivered “integrated” platform/audience “engagement,” differentiating THC in competitive ad sales landscape. Closed deals with on-message sponsors Infiniti (“design heritage”) and IBM (“engineering excellence”), integrating both via signage, video, content, Infiniti designer as juror, and IBM activation at its partner Engineering Schools.

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