DISCOVERY UPFRONT CAMPAIGN

Discovery Networks asked us to come up with a clever way to raise awareness of their advertising opportunities, and to drive traffic to their Upfront event. We developed a unique, award-winning, multi-platform campaign that promoted Discovery programming and engaged Ad Buyers across the country. We designed and built eighteen custom interactive video kiosks called ‘LADs’, developed an exciting teaser campaign around their arrival in media buying agencies across America, and created a huge buzz in the ad industry. Promotional mailers with 3D viewers, trade magazine print ads, email blasts and an interactive website with virtual LAD experience all supported this successful campaign.

MEET THE ‘LAD’

This is the LAD – an acronym for the Discovery’s tagline at the time, “Let’s All Discover.” He was inspired by those coin operated binoculars you see at places like the Golden Gate Bridge, the Empire State Building and Mt. Rushmore. You know that when you insert a quarter and look into them, you will see something amazing and unexpected. We used this as an analogy for Discovery’s programming – “We have something great to show you”.

‘LAD’ DESIGN & CONSTRUCTION

We designed and constructed 18 LADs and placed them in Media Buying offices throughout the country. Inside his head was a mini DVD player running a sizzle reel of new and exciting Discovery programming (this is the year they were launching Planet Earth). To operate the LAD, you would insert a swipe card into his mouth which opened up his eyes. Then the headphones would be put on, and you’d look inside for an IMAX-like experience because your eyes were so close to the screen.

TEASER CAMPAIGN

We developed a teaser campaign to generate a buzz in the industry about the LAD’s arrival in select offices. First, we sent out this 3D View Master with a customized reel showing the LAD playfully peering into the frame with messaging like “The LAD is coming”, “He’s got something great to show you,” interspersed between Discovery programming stills. It mimicked the experience of looking into the LAD, and set the tone for this fun and engaging promotion.

The next day, this swipe card arrived with instructions on how to use it when the LAD shows up. To build intrigue, the LADs were installed in two days. The first day was just the base and pole with a sign on top that read “The LAD is coming.” On the second day, the head was installed and the experience began!

A print advertising campaign was also created, driving everyone to meet the LAD online. It ran in all the major ad industry publications.

WEBSITE

For those not lucky enough to receive a visit from the LAD, we created an interactive online version of it as well. Utilizing 3D modeling and CGI, we gave the LAD even more personality by having him hop onto the screen and curiously approach the user. You could then stick your virtual swipe card in his mouth, and get the same viewing experience as on the real version.

EMAIL BLASTS

We also developed HTML email blasts to announce the campaign and drive traffic to the Upfront. After a few days visiting a media buying office, the LAD would “migrate” to his next one. But a sign would be left behind saying goodbye, and that he looked forward to seeing you again at the Upfront Event.

MY ROLE

I co-conceptualized & developed the core theme and teaser campaign, worked on designing the actual ‘LAD,’ pitched the campaign to the client, created the overall look of the entire campaign & managed the design and development teams as they created all materials, oversaw ‘LAD’ construction, managed website development with a third-party and created all UX and UI design, helped plan and manage the LAD installation in and ‘migration’ to ad buying agencies across the country, interfaced with all vendors and production houses on the teaser materials and print campaign, managed a photo shoot of the ‘LAD’ with Getty Images (on behalf of the client) and coordinated with the client on all approvals, Upfront Event requirements, and general day-to-day updates throughout this complex campaign.