During June of 2019 I participated in a two-week student workshop at The Martin Agency in Richmond, Virginia. During the workshop participants were put into teams that functioned as mini agencies and we worked on an advertising campaign for the client Sling TV.
Task:
My agency was tasked with creating a holistic advertising campaign targeting baby boomers.
Insight:
We came to the insight that people prefer the presence of loved ones while watching tv over their preference for what they’re actually watching. Based on this insight we took a stand for what we were for and against.
Strategy:
We used this for/against stance and our insight about the value of family to create a campaign including out of home ads and two 30 second TV spots that could be condensed to pre-roll or 15 second spots. For our out of home ads we would use billboard with the phrase, “Sling is for___.” The blank on each billboard would be different to show that Sling TV is for everyone, especially families. This same phrase would be featured on Facebook ads since that’s the social media platform that our target market uses the most.
Sleepwatchers
Our first 30 second TV spot titled “Sleepwatchers” features a grandfather asleep in his recliner in front of the tv. His two grandchildren tip-toe into the room and attempt to change the channel, waking their sleeping grandfather. They laugh as they are caught and the spot ends with them all watching Sling TV together.
Season Finale
Our second 30 second TV spot is about a young woman coming home to her empty apartment after a long day. On screen text message bubbles appear as she texts her mom disappointed that they won’t be together to watch the season finale of their favorite show. There’s a knock on the door and her mom surprises her with food and they watch the season finale of their favorite show together on Sling TV.
Team: Abbey Armbrecht, Rob Morris & Victoria Neal