NBCU
Case Story
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NBC
The Voice
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OXYGEN: VIRTUAL SHOWER
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UNIVERSAL
TOWER HEIST
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Universal
Hop
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Universal
Bridesmaids
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NBCUniversal is one of the world’s leading media conglomerates focused on providing quality content with solid ratings. They deliver news, entertainment and information to a global audience and have produced some of the most critically acclaimed and successful television programs as well as in-theater films and home entertainment.
The world of entertainment is an ever-changing one that has to constantly adapt to both advancing technologies and a diverse, often fickle audience. With a client like NBCUniversal, there is not the typical loyalty to a particular studio or TV network as with other brands; but, rather, with every project comes a new brand (a new cable show, a new movie title) and a unique challenge to get an audience on board. By the same token, there is always a need for entertainment. It is not a trend. Through wars and recessions, in challenging times and in days of prosperity, entertainment has a place and, thus, an audience. Since each title targets a specific audience and can cover the full range of genres and sensibilities, the world we target is the world at large. The thirst for entertainment is about as universal as it gets.
With NBCUniversal, Ignited’s media team is tasked every day with new challenges that need innovative solutions. The client isn’t about one product or one target: It consists of 12 TV networks, 15 brands and 70 separate clients, each with their own unique needs. Despite the large number of clients within NBCUniversal, Ignited delivers personal attention to each one and we are recognized as strategic partners across the board.
As such, we are not just a buying arm for NBCUniversal. Ignited partners with clients to craft high-level strategy for every campaign. There are several high-profile examples of this. By broadening the campaign beyond kids and moms, family film Hop opened at #1, grossing over 38 million, well beyond expectations. Fast Five became the biggest opening in Universal Pictures’ history with the help of Ignited marrying media content with talent participation. And for the launch of music/reality show The Voice, we surrounded and owned streaming music content in all of the top online destinations and mobile applications. The show premiered with a 7.5 rating, beating musical juggernaut Glee.
That Ignited has the most entertainment properties of any agency is a testament to our success. Put that on the marquee!
