A 6 part observational documentary series ran on free to air television in a primetime slot featuring dramatic and awe inspiring rescues. We extended the stories with network trailers across TV and over 70 pieces of unique social content. Facebook delivered action highlights and custom formats such as 360 video, placing viewers in the pilot’s seat mid-flight, and experiencing a water winch. Snapchat delivered pieces to camera from the young crew, taking the audience from a morning surf to a behind the scenes tour of the helicopter base. Instagram shared beautiful shots from the sky, cinemagraphs of the rotor blades and flat lays of the kit. 3 prominent Aussie photographers also experienced a high-octane flight and created a photojournalism style 3rd party perspective on the work of the crew Twitter synced content across screens, as well as leveraging weather targeting to trigger rescue content during bad weather.
Resultado
A screens strategy combined TV with social, enabling us to build reach across core audiences of youth and under 40s. Achieving visibility in the home and in their palms, as well as the choppers being visible in the sky. Buying ads wasn’t enough, we needed to be the content they chose to consume. To achieve this, we needed to match our stories to audience behaviour, by media: Saving the day content would be high octane entertainment full of action, drama and suspense during rescues across media where the audience looked to switch off. Behind the mask content would deliver crew stories and their motivations, passions and fears in media where the audience were connecting with others. Explore their world content would show a beautiful and unique perspective on Australia, in media where the audience sought inspiration and followed passions for photography.