shomi
Brief
Help launch shomi, the first Canadian alternative to established global giant Netflix.
Creative solution
In order for shomi’s message to penetrate, it needed to have more brains and more heart—to be a brand by—and for—people who are passionate about what they watch. We created a packed social calendar, full of trivia, nostalgia and pop culture fun to establish shomi as a main character in social.
This paid off in a big way for the brand, which exceeded targets by going from zero to 75% market awareness in less than six months, and generating double the number of projected signups.
Awards and Recognition
Canadian Association of Marketing Professionals (CAMP):
Best Integrated Marketing Campaign: shomi Digital Launch
Marketing Magazine:
Marketer of the Year - shomi
Moving In
One year after launch, Shomi extended its offering. Previously available only to Rogers and Shaw subscribers, Shomi would be moving in with all Canadians.
To celebrate this occasion, some of Shomi's most noteworthy characters had a moving sale. Unbranded, in-character Craigslist listings offered notable items from the show. Those who responded to the ads received email answers from the characters, directing them to check out their items—streaming on Shomi.
Moving in - Social
Credits - Launch
Executive Creative Director, VP: Scott Pinkney
Creative Director: Rene Rouleau
Copywriters: Steve Castellano, Jamie King
Credits - Moving In
Creative Director: Derek Blais
Copywriter: Sucheta Shankar
Junior Art Director: Jayme Fairbridge