August 29, 2013

Character is Everything This Fall on Showcase

As the home of diverse and powerful characters, this fallShowcase lets their characters tell the story through a multi-platform marketing campaign. Supporting the all-new drama King & Maxwell along with returning new seasons of Covert AffairsRizzoli & Isles and Copper, the four-week national campaign drives awareness and tune-in to these series using both traditional and social media, along with unique media vehicles to target adults 25-54.

At the forefront of the overarching strategy are dynamic characters exclusive to Showcase’s fall lineup of dramas. The campaign builds an emotional connection with the viewers by having each character tell their story, in their words and in their voice. The central theme and tagline “Character is Everything,” is weaved throughout the campaign and reinforces Showcase as the home to strong characters with great stories to tell.

“By using first person storytelling from Showcase’s leading characters, complemented with a selection of media that allow the stories to unfold, the campaign creates a deeper emotional connection with viewers,” saidMuriel Solomon, Head of Marketing, Specialty Channels and Shaw Media Advertising & Production.“At their core, Showcase series are about dynamic characters and elaborate storytelling, and our fall marketing campaign truly reflects the brand.”

The robust media strategy complements the creative concept by selecting placement where there are longer dwell times, and where viewers are most engaged with the content. Among the special executions that allow viewers to immerse themselves in the character stories are GO Train cling ads that take a ride with commuters; elevator wraps in business towers; and restobar audio advertisements. Traditional media tactics targeting a broader audience includes a subway domination at Yonge & Bloor station, out-of-home billboards, transit shelters, wild postings, radio and digital platforms including mobile and online video.

Extending its fall campaign into the digital and social space, Showcase provides a first time experience to fans that allows them to create a sharable and personalized trailer of themselves by visiting The site takes fans to a distinct personality test that is designed to capture Showcase fans’ personalities against one of Showcase’s featured characters, which determines the theme of their personalized trailer. The opportunity will be amplified through a mass targeted campaign via Facebook and Twitter as well as promotion on and on-air.

Other promotional elements include the Fan Expo Canada execution where Showcase had the largest presence of any other broadcaster. In addition to hosting five series panels including fall series Covert Affairs and Lost Girl, Showcase had an interactive booth that allowed fans to engage with all of Showcase’s fall programming. Complete with a photo booth, fans stepped onto the scene of their favourite series, and are encouraged to upload their photos to Facebook and Twitter. The booth also housed an exclusive screening area that previewed fall series, and allowed viewers to play Lost Girl: The Game.

Rounding out the campaign is an extensive on-air push with commercials airing across Shaw Media’s family of 19 channels as well as U.S. cable avails and interactive programming guide ads.

The marketing campaign and materials were developed entirely in-house by Shaw Media’s Marketing team.

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