NBCUniversal x Hayu

Brand strategy to connect reality platforms with their audience

We helped NBCUniversal's biggest Reality TV SVOD 'Hayu' connect with their audience.

We established the 'Moment's' campaign - a global marketing campaign devised to bring Hayu closer to their audience. Highly relatable, everyday moments visualised across TVC, OOH, Social and Radio to drive a direct connection to the brand - outside of traditional show marketing.

“Hayu subscribers have a unique emotional connection, with viewers cherishing their viewing experience and escapism”

Richard Howard, SVP, Marketing

A series of emotional, relatable, humourous and on-brand Hayu moments.

We worked closely with internal Hayu teams to develop a campaign that hit multiple touch-points, driving emotional connection for their viewers. From binge watching during your morning routine, through to ditching your boyfriend for a night with the Kardashians.

Campaign concept & strategy through to full production output.

It's been a wild ride. Our production team filmed across 6 different London locations to create our Hayu moments. From set building bath tubs to relatable home environments and everything in between. We even brought in Biscuit the dog to make our 'ditch-the-bra' moment super relatable.

Owning pink like never before - because when you think pink, you think Hayu.

We obsessed over the connection between the brand colour and how this drives emotional connection. Bringing this to life through animated gradients and large static washes.

A true end to end integrated experience delivering a real emotional brand connection.

Easily applicable on a global scale to make it accessible across all territories whilst being able to generate conversation. We shot every device with a green screen application, allowing us to switch out various ‘hero’ shows into each of the moments depending on the territory.

Results Highlights

52% uplift in brand awareness across the UK.

48% uplift in brand awareness across Australia.

60% uplift on ad-appeal in Canada.

65% resonated with the messaging and felt like it was perfect for 'people like me'.

Those interested were more likely to cite value in HayU as an SVOD that has 'everything I need'.

Making it this far would suggest you enjoyed our work.

Get in touch with our team for support on your next project or campaign. You can book a consultation with our creative department here: enquiries@paradise.london