Mark Field, Director of Invention & Charlotte Bell, Associate Director, MediaCom

@WeAreSolutions

Editorialising brands, creating content

that matters to and inspires our audiences

…and the industry is investing in it

Who are Trinity Mirror Solutions?

Massive Digital

Audiences

Outperforming Print Local, Regional, National,

Global

We serve

mass market

mid-market

upmarket

wealthy elite

the middle 50% percent who have

grown & flattened in wealth

distribution & attitudes

breadline

‘s creative process

A bit of background

Content is at the heart of Sky’s

business more than ever

More original dramas on the

horizon

Increasingly competitive market

Audience not as engaged with Sky 1 after launch of Sky Atlantic

Passive selection of TV programming

Stand-out is key to trigger active TV decision making

Shift in focus from display only to content

Source: This is money 29th July 2015

Raise the profile of Sky 1’s new

flagship comedy drama You, Me &

the Apocalypse

Drive tune in for first TX

Drive awareness

Create buzz, excitement & talkability

around the show.

Challenge set to Media owners

We looked to Modal Britain

TV remains the primary platform for Modal Britain

It is more than entertainment …it’s an activity that’s shared (family / colleagues / friends), it’s social currency

Families enjoy shared viewing of ‘TV everyone is talking about’

Very little TV is spontaneous - viewing habits are rooted in pre-selected programmes

Source: Trinity Mirror TV passion points, Qual & Quant, 2015

Brand Truth

Sky 1 is the best destination

for unmissable entertainment

that captures the imagination

of the whole family It’s the end

of the world

if you don’t

watch it

Our connecting idea

Audience Truth

From idea to realisation

Lots of senior stakeholders

Changing the ‘real estate’

Doing something new

Challenging the norm

Delivering on our promise &

only promising what can be

delivered

Refine the ideas

Challenged the team to be

bolder

Guided the client to be brave

Sought out a point of different

Sold in the ideas to the client

Launch day at the agency

Success evidenced in the results

Source: Trinity Mirror Mouthpiece study

1.65m viewers tuned in to watch the first episode

Creative approach prompted higher than average intent to view,

enjoyment scores and attribution back to Sky 1

Proved the effectiveness of content led approach to drive tune in

Shift in briefing process and ways of working

Set a new standard for high impact content solutions

Thank You

@WeAreSolutions