HISTORY UPFRONT CAMPAIGN

When HISTORY re-branded in 2010, they asked us to come up with a clever way to raise awareness of their programming and advertising opportunities. We developed a unique, multi-platform campaign that engaged Ad Buyers across the country, and seamlessly integrated their new on-air branding. A series of fresh, cohesive presentations were created, and clients were encouraged to interact with the new brand through a unique and memorable online program.

MAKING HISTORY ONLINE COMPETITION

HISTORY’s re-brand included the addition of a new tagline “HISTORY – MADE EVERY DAY” which embodies the network’s new contemporary take on history. We took this manifesto and developed the Making HISTORY Competition – a cool online program that generated a buzz around the new brand and its programming by inviting clients to make their own history. They were encouraged to record, watch and share their moments in the form of a photo or video for chances to win exciting prizes. Each week featured a new challenge theme – “Your Personal History,” “The Most Exciting Moment of Your Week,” and “Your Fellow History Maker.” The website also featured daily trivia questions, and showcased sneak previews of HISTORY programming – both of which could earn more points and prizes for those who answered and watched them.

Email blasts were created to announce the competition and each week’s challenge. Graphic email signatures also helped drive traffic to the website. Insert cards were sent out with every HISTORY-branded prize thanking the players and reminding them to keep playing every day, providing maximum brand exposure and excitement.

UPFRONT PRESENTATION

We created the 2010 / 2011 HISTORY Upfront Presentation to provide Account Executives with a powerful and flexible sales tool. The presentation style we developed embodied the bold new direction HISTORY was going in, and their new on-air branding was seamlessly integrated, ensuring cohesion across all touch points. We used the 3D ‘Propel’ (red caret from their logo) throughout the presentation as a content engagement tool – making it interact with talent and graphic elements. The final presentation was created in PowerPoint and Custom Show.

CUSTOMIZABLE SALES/SPONSORSHIP PRESENTATION

Using the look and feel established in the Upfront Presentation, we developed an easy-to-use template system for HISTORY’s Sales/Sponsorship Decks. This enabled AE’s to create their own unique presentations that always maintained the overall Upfront style, and followed the HISTORY brand guidelines.

We also developed a Style Guide and library of creative assets, which were provided to the entire HISTORY sales team, to ensure that synergy would be maintained across all presentations.

PRESENTATION EVOLUTION

The 2010 Upfront Campaign was such a hit with the HISTORY Sales Team, that they asked us to refresh all presentation materials the following year. We refreshed the overall look and feel, developed a dynamic animation style and various short transitions and clips, and transformed mundane data and charts into engaging, at-a-glance visuals that drove home the growing network’s stats.

MY ROLE

I co-conceptualized the Making HISTORY Online Competition concept and pitched it to the client, created the overall look and feel of the Upfront & Sales/Sponsorship Presentations, their branding systems, and the Style Guide – I also helped evolve the look for the next version of both Presentations. I managed & provided creative direction to both the design and web development teams as they created all materials, oversaw prize sourcing, branding & fulfillment, and managed the day-to-day running of the live competition (data collection, client communication, etc.)