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2017.04.25

NBCU Anthem Campaign

NBCUniversal (NBCU) has augmented their 2017–2018 upfront campaign using a new strategic formula for media buys: anthems directly targeting advertisers using NBCU’s own ad space. 12 spots, produced in collaboration with Trollbäck+Company, leverage NBCU’s proprietary assets to showcase their premium content and massive audience scale both on air and online.

NBCU Executive Creative Director, Rachel Yoo, partnered with us to develop bespoke ads that communicate NBCU’s vast media reach; including five targeted verticals for sports, news, entertainment, lifestyle, and Hispanic programming. Unique copy-driven “equations,” informed by star talent and hit shows, add up to a huge opportunity for buyers who want to capitalize on NBCU’s “Unequaled” media presence.

Our collaboration included a live action shoot on one of NBC Studio’s vacant lots, directed by Trollbäck ECD Elliott Chaffer. Giant CG screens comped into the footage project NBCU’s bold upfront message, amplified by an epic original score composed by our sound partners, YouTooCanWoo.

By taking advantage of their own media platforms (e.g. Symphony Bronze, Social Sync, The Audience Studio), NBCU demonstrates the precision capabilities of their audience targeting algorithms, which in turn benefit advertisers. The spots also promote NBCU’s upcoming slate—including marketing bonanzas like the 2018 Winter Olympics, FIFA World Cup, and Super Bowl LII—to advertisers and general audiences.

In addition to broadcast, early estimates suggest our anthem spots will generate upwards 8.5 million digital impressions, both on NBCU’s own networks and via distribution from partner outlets like Vox and Apple News. Stay tuned for more, and read more about NBCU’s unique approach to this upfront season, here.

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