Time Warner and Turner Broadcasting Win Media Company Grand Awards
Today, Jack Myers Media Business Report presents the Grand Award Winners for the 4th Annual Myers Media Innovation and Creativity Media Company Awards. Later this week we will present the Thomas F. Leahy Award.
Myers Media Innovation and Creativity Awards: Media Company Grand Award Winners
Company: Time Warner Global Media Group Entry Title: Home Show '06 Other Companies Involved: Time Warner: AOL, Time Inc. (CNNMoney.com, Money, People, Real Simple, This Old House, Time), Time Warner Global Media Group, Turner (CNN), Ambrosi, Digitas, Initiative Media, The Richards Group, The Home Depot Individuals Who Deserve Recognition: Time Warner: Mark D'Arcy (Chief Creative Officer), Dave Statman (Director, Creative Strategy), Tammy Greenberg (VP, Marketing), Susanne Rehm (Sr.
Marketing Manager); AOL: Rick McNerney (Account Director), Dale Epstein, (Director Impact Marketing), Kevin Gasper (Account Director);
Time Inc.: Greg Bowerman (Money), Kevin Blechman (People), Claire Bucalos (Real Simple), Sara Knutsen (Real Simple), Naomi Russell (This Old House), John Helmer (Time); CNN: Jennie Robison (Account Executive), Allison Reid (Account Executive); CNN MONEY: John Gordon (Account Manager), Todd Kaplan (Account Manager); Home Depot: Christi Korzekwa, Senior Director of Media and Partnership Marketing, Kim Greenia, Director Broadcast Creative
Company: Turner Broadcasting System, Inc. Entry Title: Lovebites Other Companies Involved: TBS, JWTwo, Sunsilk, MindShare Individuals Who Deserve Recognition: Linda Yaccarino, EVP, Turner Entertainment Ad Sales & Marketing; Laura Del Greco, VP, Sales Programming Strategy for Turner Entertainment Ad Sales &
Marketing; Peter Isacksen, Co-President of JWTwo; Tiffany Kurtz, Marketing Brand Manager, Sunsilk; Shari Cohen, Senior Partner and Co-Executive Director, MindShare
Myers Media Innovation and Creativity Awards: Media Company Grand Award Winners - Individual Submissions
Company: Time Warner Global Media Group Title: Home Show '06
Company: Time Warner Title:Home Depot The Home Show '06 Other Companies Engaged in Relationship: Time Warner: AOL, Time Inc. (CNNMoney.com, Money, People, Real Simple, This Old House, Time), Time Warner Global Media Group, Turner (CNN); Agencies: Ambrosi, Digitas, Initiative Media, The Richards Group; Client: The Home Depot
Description of goals and strategies of program: Marketing Goal:
Develop an integrated, mass
delivery platform to support The Home Depot's in-store "Home Show '06" innovation event to drive traffic in-store and online
Strategies:
Leverage high-profile and highly relevant Time Warner assets to engage consumers, attract new customers, collect data and drive sales of The Home Depot's innovative merchandise.
Engage consumers through a groundbreaking 360 degree program designed to provide information on Home
Depot innovative products, video demonstrations and Time Inc. branded consumer tips.
Provide The Home Depot
with a media platform that could extend beyond the "Home Show '06" to be refreshed and focused for future events.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The Home Depot created a platform to showcase their suite of Innovative Home improvement products. The umbrella concept was called "Home Show '06" and the vision was to feature products
and services designed to provide Innovative Home improvement product solutions, to help consumers improve energy efficiency, create a safer home, and live more comfortably while saving money and time. Home Show '06 was executed in over 1,000 stores nationwide including live demonstrations, in-store celebrity clinics and online workshops.
Time Warner Global Media Group helped support the Home Show '06 event by:
Creating The Home Depot Virtual House - a program designed to extend the in-store experience of innovative
products and methods to integrate them into their own homes
Identifying relevant platforms to drive mass audiences to the virtual home and The Home Depot stores
The Home Depot Virtual House
A groundbreaking way to engage consumers, attract new customers, collect data and drive sales. The virtual home tour allowed consumers to:
Explore rooms including Living Room, Kitchen, Bedroom, Master Bath, Garage, Outdoor Patio, etc. via
dynamic floor plan technology
Interact with the rooms by rolling over highlighted products, receive more information on the products, play product videos and receive information such as editorial innovation tips provided by Real Simple, This Old House and Money magazines
Engage with a product of the day feature
Purchase featured products online or find a local Home Depot store
Create their own
virtual shopping list, use it to make a direct purchase and/or save, print or email the list
Enter the Real Simple Organized Home sweepstakes
Download The Home Depot weekly circular
The Virtual House was built, hosted and managed on a 24-hour basis by the team at AOL.
Home Show '06 Mass Awareness Platforms
Innovative media and editorial adjacencies created mass awareness of the program and drove traffic online to the Virtual House and The Home Depot stores. Platforms included:
AOL welcome screen presence and integrated placements including Money Magazine's content embedded into the AOL Real Estate channel with a click through to the Virtual Home
Time Inc. brands provided relevant editorial adjacencies including Money Magazine's "Field Test" feature, Time Magazine's "Your Time" feature and Real Simple's "Home" section
CNN Money provided a
fixed placement on the website and created interactive "Innovation" based polling units to drive consumers to the Virtual Home
CNN created Modern Living segments that ran inside "Open House" on Saturday mornings to drive to the Virtual House
Company: Turner Broadcasting System, Inc. Title: Lovebites
Company: Turner Broadcasting System, Inc. Title:Lovebites Other Companies Engaged in Relationship: TBS, JWTwo, Sunsilk, MindShare
Description of goals and strategies of program:
Strategy:
TBS, along with Paul Reiser, JWT & Unilever, created the 1st ever micro-series with a partner that was supported with significant on-air, digital and in-store promotion. In partnership with Unilever and their
agencies, we aired 65 original two and a half minute episodes following Sex and the City and throughout the TBS schedule as well as online. We utilized the power of TBS and our strong female audience to promote Sunsilk's gift to their consumers with promotion inside Sex and the City, Movie & a Makeover and on tbs.com and by designing a national consumer promotion.
Overview:
As Unilever prepared for the US launch of their successful global hair care brand, Sunsilk, they looked to TBS as their exclusive network partner. Sunsilk wanted to try something different - utilize original
content developed with their young female target in mind to capture their consumers' hearts with the benefit of an ongoing, very funny and engaging story. LoveBites was anchored in Sex and the City, a perfect match for Sunsilk's target consumer "Katie," a 20-something experiencing all of life's firsts. This romantic comedy, written by Paul Reiser, finds the humor in the everyday moments of a new relationship.
Creation of the first ever scripted sitcom micro-series
Sixty-five original 2.5 minute episodes
Extensive co-branded site www.gethairapy.com/lovebites featuring online episodes, custom content and sweeps entry
Retail support on Wal-mart TV and in-store POS
National consumer sweepstakes
Dedicated Movie & a Makeover show to support the launch
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
About Lovebites: Lovebites follows the romantic and domestic exploits of Katie and Max, a witty, spirited couple in their mid-20s. The micro-series of short programs that ran on TBS in late 2006 was told from
Katie's uncensored perspective as she deals with the hilarious problems of daily life - from her boyfriends and her career as a low-level PR executive to everyday hassles with clothes, hair, and other comedic mishaps.
Based on an award-winning show from Canada, Lovebites is produced by Paul Reiser's Nuance Productions, JWTwo Entertainment and Greif Productions. Reiser, a ten-time Emmy
nominee and Mad About You creator/star is the series co-executive producer. JWTwo's Peter Isacksen, based in Los Angeles, and Leslie Greif ("Walker, Texas Ranger," A&E's "Biography") are executive producers.
Episode and Content Distribution:
Starting September 13, 2006, TBS aired 65 of the 82 Lovebites episodes over 13 weeks. The micro-series aired on TBS after Sex and the City, as well as after the 10pm-11pm
block of other network programming, on Tuesday, Wednesday and Thursday evenings, and each weekday, Monday through Friday.
The 17 additional episodes were distributed by JWTwo on non-traditional platforms such as retail and online.
Viewers were able to go online at
gethairapy.com and lovebites.com to chat with the stars on their blogs, view never-before-seen episodes, tour Katie's apartment and win her favorite fashions.
Results: Lovebites strengthened the TBS very funny brand portfolio by serving as a high-profile example of the unique ways Turner Entertainment Ad Sales & Marketing is developing
innovative programming opportunities and branded entertainment for marketing partners.
Lovebites served as an ideal micro series complement to Sex and the City programming.
In addition, Lovebites also
did surprisingly well, over-indexing, with TBS programs like TBS Movie Extra, King of Queens and Everybody Loves Raymond.
Contributed to the successful US launch of Unilever's Sunsilk brand
