Wavemaker - Bravest Man in Romania

Category: The Never Made Campaigns

Client: NA

Year / Domain / Status: 2018 / Entertainment and the media / Winner

Strategy description:

Discovery Channel is aspirational in Romania: more people declare they watch it than the real number of viewers. However, in reality Discovery Channel is not attracting new viewers any more. Its viewers are the loyal viewers from several years ago, who are getting old. So the source of growth to increase ratings is to attract Young Men Non-Viewers to watch Discovery Channel. How? We analyzed this target. They are interested in multiple topics: Adventure and Thrills, Sports, Cars and Science&Tech. Three of these match Discovery Channel content pillars. But we need to be specific, choose one most relevant topics in order to make an impact. So we dug deeper into the target. And we discovered that Cars is not suitable because young men are interested in cars as status symbols, while Discovery car shows are more about tinkering, DIY and repairs. Also Science is not that powerful because young men do not watch science shows in general despite their declared interest in science. Thus we conclude that the opportunity for growth is to communicate Thrills and Adventure content to Young men. People do not plan to watch a specific channel, they plan to watch specific shows. Thus we analyzed Discovery Thrill&Adventure shows to discover the highest potential, on 4 dimensions: Thrill, Originality, Success benefit and Representativeness. Thrill represents how much the show embodies the need for thrill and challenge. Originality shows original the show is because distinctiveness attracts attention and creates WOM. Success benefit is the length of the show: there is bigger benefit to attract viewers to a show with multiple seasons, than to a show with only 5 episodes. And Representativeness shows how representative that show is to Discovery in general, and thus how likely it is for people to watch other shows after becoming interested in it. This analysis showed that the highest potential is for Darkness, scoring top on Thrill and Originality. However it has only one season and is not that representative. Thus we proposed to complement it with Running Wild with Bear Grylls which scores top on these two dimensions (but less on the other two). How do we get young men interested in Darkness? They want to be challenged, to prove themselves. Darkness show is people put in a cave in total darkness who confront their fear of the dark. So we through to bring this fear to young Romanian men. How? Bravest Man in Romania Challenge. We provoke Romanian men to take part in a VR experience with scary experiences out of total darkness. The one who lasts longest is crowned Bravest Man in Romania.

Execution:

Mechanism: we create the VR experience, leveraging also Discovery Channels extensive VR content. We place it in Malls, Office building and VR gaming rooms. We measure how much each man last until they are scared. We do this by using lie-detection technology to detect unconscious signs of fear (sweating, heartbeat). Each man gets a score of how long he lasted and prompted to share it on Facebook and challenge his friends. As young men brag and show off, they will naturally share this. Amplification: Influencers special activation Influencers are important, but you need to stand out in what you do with them in today’s competitive environment. So, a select group of influencers will not only announce the project, they will confront darkness themselves: they will do various daily activities while in total darkness (blindfolded) Paid with the objective to incentivize young men to participate in the challenge, with focus on subway project and Facebook due to their high reach Special project on Radio with morning show discussion on the fear of the dark Earned: the project itself will generate interest and media among news, bloggers and vloggers The experience itself will serve as trigger for young men to watch the new show

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