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TNT BROADCASTING NETWORK
HorseSharing

RAN IN: Russia

CLIENT
TNT Broadcasting Network

AGENCY
SUMMARY

The idea of ​​“HorseSharing ” is building a “bridge” between the “Horse Police” project and the real needs of the audience, so as a result the campaign had a very high viral effect and quickly “dispersed” among the audience.

CASE VIDEO


Audience: THE MAIN TA SEGMENTS:TNT loyal audience in general, watches TNT shows, males and females 25-39, those who love TNT humor, especially sitcomsDisloyal TNT viewers, males and females, 25-39, love light comedies on other channels – primary on CTC, Friday!, Channel 1.  These viewers expect funny, light, uplifting comedy stories, pick between the shows that they know well and something new.Journalists and PR-crowd, who can virally attract viewers attention to communication

Objectives:  The commercial goal was to successfully launch a show with the market share exceeding the time slot channel average (over 10-11%), and also to achieve a higher time slot share than that of our competitors (CTC, Channel 1, Rossiya 1, Ren, Friday!) The goal was to create a totally unorthodox communication, which would stand out from the competition, have a strong viral effect and could attract new audience to the show.

Type: B2C

Language: English, Russian