Best Entertainment Integrated Ad Campaign

Target Audience and Goals of the Campaign VW target profile: The VW Beetle target have a sense of pop-culture cool. They’re passionate and expressive, a little more affluent, educated and cultured. • Accessible, a notch above, but not exclusive (sports: NFL and MLB, not golf or NASCAR). • Smart, but not too serious. (TV favorites include: 30 Rock and Daily Show, not crime dramas). Goals/Objectives: VW sought a big, exclusive media idea supporting all-new Beetle convertible adding both brand love and media value:. Brand metrics: • Organic storyline integration, not just product placement. • Notable entertainment value. • Go beyond TV viewing, including repeat viewing and additional platforms. Media value: • Media idea with integrated digital concepts to drive deeper target engagement. • Exclusivity: VW should be the only player in this promotional space. Strategy/Execution: Strategy: TBS big idea: For VW, CONAN challenged most social engaged late night audience to amp up their creativity and produce their own Best Of CONAN, crowd-sourced solely from home-made viewer re-enactments. Starting with an on-air segment, Conan announced the “Occupy CONAN” movement. The campaign rolled out over 4 months: kick-off, user-gen contest, online/on-air promotion, multi-platform premiere. Evaluation of Success: Occupy Conan was a breakthrough success: on TV, digital, social, PR and buzz. Custom on-air spots reached 45.9 MM viewers with a total of 137.9 MM gross impressions. Team Coco saw a 1,000% increase in user-generated content and Conan ranked #1 in social conversation the night of the premiere.

Contributors:

Team Coco Host / Executive Producer:	Conan O'Brien
Team Coco Executive Producer:	Jeff Ross
Team Coco Executive Producer:	Doug Karo
Team Coco Executive Producer:	John Wooden
Team Coco Head Writer:	Mike Sweeney
Team Coco Producer:	Aaron Bleyaert
Team Coco Producer:	Tim Campbell
TBS Marketing:	Tricia Melton
TBS Marketing:	Heather Crawford
TBS Marketing:	Ramon Cortes

TURNER ENTERTAINMENT NETWORKS

Location: US