Brief 12

Daisy Sunshine Conway

Branding & Animation

Syfy UK

Brief 12

Syfy UK

The Brief

Get the sci-fi audience to love the Syfy brand for being the most passionate home for sci-fi. Syfy want them to see us as the natural & passionate home for sci-fi - the “beating heart” of sci-fi.

Wanting them to come and engage with us because they connect with us, respect our passion and see us as relevant.

Background

Syfy UK is a pay TV channel specialising in programming with engaging, imaginative and dramatic story lines. Syfy genuinely are the ultimate fans of sci-fi and understand it better than anyone. From iconic space adventures to alien invasions to vampire rampages to over-sized shark attacks, they love it all. The tagline ‘Imagine Greater’ sits at the heart of this.

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Daisy Sunshine Conway

Research

Syfy UK

The top campaign is related to the Youtube website and cover photo. This is something that this brief will try and do along with the campaign. Relate the campaign to everything that Syfy uses. Although the brief clearly states to get people to love the brand not using any of the specific programmes.

Branding & Animation

Brief 12

Being out of the ordinary, going a little bit further is something that these adverts do. Syfy is trying to embody the idea of escaping the norm. Also as Syfy is a TV channel a lot of their advertising is on the TV, this is the best way for them to advertise their channel, as it is already targeting a lot of their audience, TV watchers that enjoy Sci-Fi.

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Daisy Sunshine Conway

Syfy UK

Branding & Animation

Brief 12

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Concept and Development

The Syfy brand means more than just showing science fiction programmes. Creating a potential advert for Syfy, taking the viewer on a journey and telling a story about how you as a viewer can travel through different worlds. Showing how imagination can take you anywhere from under the sea, to a futuristic world, to outer space. Bringing different worlds together in a fun and playful way demonstrates Syfy’s brand values well.

Daisy Sunshine Conway

Branding & Animation

Syfy UK

Brief 12

#SyfyWorld number 1 fan!! #SyfyWorld number 1 fan!!

#SyfyWorld number 1 fan!! #SyfyWorld number 1 fan!!

The Campaign

The campaign will run across different medias including TV, print and social. Connecting to the audience with a question whilst sparking their imagination. #SyfyWorld is the hashtag for this campaign, this means that during events such as Comic Con or even in everyday life Syfy fans can tweet or instagram pictures of them in their world. Each month there will be a winner, claiming the title of the Syfy number one fan.

As well as this there will be a Snapchat icon/illustration to promote the Syfy brand and campaign, but also to share the Science Fiction events and pictures from around the world. This will promote the Syfy brand and help more of their audience to see that they are the most passionate home for sci-fi. Which World Do You Live In, is the campaign that will be used throughout, allowing the audience to see that they have a choice.

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Daisy Sunshine Conway

Syfy UK

Branding & Animation

Brief 12

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Campaign Posters

Alongside the animation and television advert there will also be posters of each of the three worlds. Each poster will advertise the campaign, and the brand values. The posters will be displayed in a 4D sense, accentuating on the idea of telling a story. The posters will be in a sequence, showing the three different worlds, in the order of the animation. This will allow the audience go on a journey through the posters as well as the animation.

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Daisy Sunshine Conway

Syfy UK

Branding & Animation

Brief 12

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Which world do you live in?

The Animation

An animation will connect to the target audience who is 18-25 year old sci-fi fans. It will also follow the Syfy brand values of using imagination, passion and great story telling to connect with the audience. An animation does all of these things it is playful, surprising, engaging and creates impact, everything that the Syfy brand stand for and believes in.