Art Director: Justine Black
WatchMe launched at the end of 2015 as the only comedy and entertainment VOD platform featuring 100% NZ content.
The launch campaign drew on two angles – the strength of the content (or lack thereof...) – and the fact that WatchMe was the underdog in the market, and made no apologies about either of those points.
As an unknown brand, the focus was on the hero shows that featured well-known and up-and-coming talent, combined with witty headlines and taglines which poked fun at how little content there was.
It was important that the brand essence came across in all of the creative as fun, entertaining, energetic, Kiwi and an alternative to mainstream broadcast. This campaign ran on outdoor, digital, print and social platforms.
Awards:
2016 INMA Awards – Second Place
Best Launch of a Brand or Product to Create An Audience Segment