brand campaign
BACKGROUND Nova is a weekly anthology series on PBS that explores hidden truths within the field of science. Its hour-long documentary-style programs are best known for their in-depth coverage of ancient civilizations, space and technology. Nova’s current messaging exists only to promote the next episode. As a result, the brand is in search of a more cohesive brand position, a larger message that can unify its episodes. This is now more important than ever, since Nova has been losing ratings to its closest competitors, the Science Channel and Discovery Channel.
CAMPAIGN OBJECTIVES Improve brand relevance. We need to give consumers more context for how Nova’s programs can fit into their lives. We must give them not only a reason to tune in to an hour-long program but also reason to believe the brand can live beyond it’s one-hour time slot. Raise brand awareness. We need to connect with a larger audience who would appreciate what Nova has to offer.
OPPORTUNITY Compared to the Science Channel and Discovery Channel, Nova has a much older following. These networks have met success by creating more approachable messaging to appeal to a wider audience, those who prefer bite-sized pop science. Although Nova’s content is perceived as niche and academic, we saw the potential for it to connect to a wider demographic without sacrificing it’s smartness. We saw the opportunity to broaden Nova’s appeal to include a younger audience, 35- to 44-year-olds.
160 120 80 40 0
35-44 NOVA
45-54 Discovery
55-64 65+ Science Channel
TARGET SEGMENTATION
Nova told us their content best connects with the Explorer archetype. We took this a step further and identified three types of explorers.
CONTENT
MOTIVATION
PROFILE
INVESTIGATORS
REPORTERS
We chose to focus on the Investigator and Reporter segments as our core audience, although our campaign engages all three segments in different ways.
SPECTATORS
to be seen INVESTIGATORwant to ask questionsREPORTER want as an expert
want to be entertained SPECTATOR
DRIVEN BY INNATE CURIOSITY
DESIRE TO GET CREDIT FOR BEING THE FIRST TO KNOW
DRIVEN BY A PASSIVE INTEREST ACROSS A VARIETY OF TOPICS
WANTS TO ASK QUESTIONS
WANTS TO BE SEEN AS AN EXPERT
WANTS TO BE ENTERTAINED
PROGRAMS THAT CHALLENGE ASSUMPTIONS OR EXPLORE DEEPER TRUTHS
PROGRAMS THAT ALLOW THEM TO PROGRAMS THAT BROADEN EXPOSURE FEEL SMARTER OR MORE CONNECTED TO NEW THINGS; ENTERTAINMENT OFTEN TO THE WORLD AT LARGE BEATS OUT EDUCATIONAL VALUE
NOVA SCIENCE NOW, HOW IT’S MADE, PLANET EARTH, POP SCI’S “FUTURE DECONSTRUCTED OF,” HOW THE EARTH WAS MADE
MYTHBUSTERS, CASH CAB, HEAVY METAL TASK FORCE, SHARK WEEK
INSIGHTS NOVA IS DECIDEDLY OBJECTIVE ABOUT HOW THEY DELIVER INFORMATION Unlike its counterparts, the Science Channel and Discovery Channel, Nova never sensationalizes the content or lets the message take the backseat to a celebrity host. No clever tricks are used to keep the audience engaged.
NOVA MEANS SCIENCE AT ITS SMARTEST Nova allows the content to shine through without being watered down to appeal to a mass audience. Its shows are intended to challenge the audience. As a result, it relies on the ability of its viewers to pay careful attention as the shows build, immersing themselves in the story as it unfolds.
NOVA GIVES YOU THE MOST CURRENT PICTURE OF THE NEWEST SCIENCE DISCOVERIES The programs explore areas to their furthest extent, uncovering truths while realizing that they may, in fact, leave you with more questions than answers.
STRATEGY
NOVA IS THE MOST CREDIBLE WINDOW INTO THE UNKNOWN.
CREATIVE CONCEPT There are things you know, and things you know you don’t know. But what about those things we don’t know we don’t know? Nova is everything you don’t know you don’t know. It shows us that we have an entire lifetime of discoveries ahead of us. This idea is important because it means science isn’t just for the experts. It levels the playing field, making the content approachable to anyone with the desire to learn more.
Our print campaign encourages our target to become Don’t Know It Alls, buying into the mentality that there exist so many interesting things we have yet to learn about. It will exist in the form of posters and stickers, spread around NY, SF, and LA, where Nova’s current viewership is the highest to get those already engaged with Nova to think about it on a larger scale. Specific examples give context to how Nova’s content can change your perspective or get you to think, shaping the way we see the anthology series.
WEBSITE
Rather than create a new microsite, we plan to utilize NOVA ' ’s existing website to build upon our campaign. We added a Twitter account to the main site that updates from the Twitter page in real time. Users will login through Facebook Connect, preventing them from having to create another login or join another network. Their activity and status will be able to feed to their Facebook page. By sharing their content with friends, we create a source of free publicity for this nonprofit series with a conservative budget.
Part of being smart is being aware of how little you know. Users can create a profile page, allowing them to upload photos and share what they’ve learned with others. In the example above, the chart displays this user’s knowledge, including how much he knows, doesn ' ’t know, and doesn ' ’t know he doesn ' ’t know. From the site, users can watch videos and answer trivia to reach different levels of Know It Alls. Ranking is listed to allow users to compete with their friends; those who know the most are most aware of how much there is yet to learn, reaching Don’t Know It All status.
MOBILE APPLICATION
The mobile application, Everywhere You Didn’t Know You Needed to Go, works along with the website, allowing users to tag favorite spots with photos, videos or trivia they learned. It is powered by Google Maps, adding another layer to how knowledge is shared. NOVA will review and approve content before it becomes accessible to the general public. Each of these features move Nova toward a more interactive experience, extending the concept beyond a television series to connect others through the learning experience.
SUBWAY AND BUS STATIONS Everywhere You Didn ' ’t Know You Needed to Go ' will extend to locations near public transportation including bus stations and subways. Using a touch screen, commuters can check out different NOVA locations that are nearby and stop along their trip. This additional consumer touchpoint presents a great opportunity for partnerships with brands such as Metro and CTA.
STORE OF THE UNKNOWN UNKNOWNS A pop-up store called Store of Unknown Unknowns will travel around the country, surprising unsuspecting passersby with what they didn’t know would be there. This store would exist for no more than a week at a time in each location to get a buzz started. It will be introduced in NY, LA and SF but may extend to other cities in the future. Fun items sold inside the store would include a black hole aerosol can, a container of mystery food, and Nova-branded T-shirts - items that would be available online as well as some surprises. We found that renting out abandoned storefronts costs less than traditional TV and radio advertising, and it would be an unexpected way for a week-long store to raise awareness of a weekly series.
INVESTIGATOR
REPORTER
SPECTATOR
MEDIA ROLLOUT
We took into account the motivations behind each segment when deciding which media speak most authentically to them. The investigators would appreciate things that spark their interest or curiosity, as well as outlets to make the learning experience more interactive. The reporters would be drawn to new thoughts and experiences, which would later serve as conversationstarters for them to share what they’ve learned. Finally, the spectators, who are driven by passive interest in many things, would appreciate being exposed to this content without having to go out of their way to get involved.
MEETING OBJECTIVES Improving brand relevance
We have given our target a new lens through which to see the anthology series, making the content more approachable and fulfilling the need to keep learning new things. We’ve also given them more places to continue learning, with a social media website, Google presence and mobile application, expanding the Nova experience beyond its one-hour time slot.
Raise brand awareness
What we don’t know often takes us by surprise, and in this case, some of our target doesn’t know about Nova. Our posters and stickers get them to stop and consider how much they don’t know, and our pop-up store exposes how knowledge could literally be right around the corner. The conversations generated by the social media, mobile app and merchandise will also help get the word out about Nova.
CAMPAIGN BUDGET
TACTIC
COST
15 Interactive Kiosks (NY/LA/San Francisco)
158,100
3 Pop-Up Stores (NY/LA/San Francisco)
150,000
Google/Mobile Development
75,000
15,000 Posters (NY/LA/San Francisco)
59,850
Merchandising (T-Shirts, Stickers, etc.)
37,550
Website Redesign/Additions
25,000
Video Production
10,000
TOTAL
$515,500
WHAT WE KNEW WE KNEW
WHAT THE CLIENT HAD TO SAY
We focused on having cost-effective solutions to promote Nova, working within their $1 million budget, which we knew they were wary about, to come up with creative ways to give them exposure. Since their budget estimate was more than they could afford, we pared it back to about half of that. We believe that this is a much more attainable investment for them to make.
Nova and PBS were receptive to the idea that science should be made approachable and knowledge should be easily attainable rather than put on a pedestal. They felt that it combatted the perception of elitism that both Nova and PBS brands have dealt with for years. And they were elated to discover that our creative ideas were the most affordable they received.