Media & Entertainment Companies

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

2020 SILVER

Hulu Sellouts

The streaming wars have arrived, and subscriber acquisition is a war of attrition. Cord cutting is skyrocketing, but sports fans, a massive and valuable opportunity group, are still watching the same way they’ve been for 70 years—on cable. So, how did Hulu change an ingrained behavior AND outshine Big Tech billions? Reinvent athlete endorsement and celebrate our athletes proudly admitting they are doing it for the money. And it helped drive 3x our 2019 projected subscriber goals.

Brand: Hulu
Client: Hulu
Agency: Big Family Table
Language: English

2020 BRONZE

Are You Starting To See It?

With free news apps and online content available in enormous quantities, newspapers like Nikkei, which use a subscription model, face an existential question - what value do they provide to digitally-native readers that is worth paying for? The answer is the same as it has always been: facts are table stakes, but the understanding they give you is gold. By moving from short-term promotional campaigns to celebrating these core values of Nikkei for a new generation, applications increased by a peak of +71%, helping to secure the future of Nikkei.

Brand: Nikkei Online Edition
Client: NIKKEI
Agency: McCann Tokyo
Language: English

2020 BRONZE

Only True Fans Get It

Singtel, a Singapore payTV provider, needed to recruit football fans to watch the 19/20 English Premier League (EPL), despite having the same coverage and prices as their closest competitor. In Singapore, it is deep expertise that defines a true fan. So Singtel decided to appeal to fans’ expertise, not by praising them, but by trolling them. By deliberately making mistakes and getting fans to post angry comments on social media, Singtel’s streaming service saw +660% in sign-ups YOY and payTV sign-ups YOY remained stable, in a declining category.

Brand: Singtel
Client: Singapore Telecommunications
Agency: BBH Singapore
Language: English

FINALISTS

AMERICA TV Más que publicidad, memorias.

Netflix Next Station: The Upside Down

SPOTIFY MEXCLA SOMOS. MÉXICO ES IMPARABLE