WINNER: NATIONAL GEOGRAPHIC CHANNEL FOR INSIDE THE LIVING BODY/INCREDIBLE HUMAN MACHINE
National Geographic Channel delved deep to create a stellar kit aimed at piquing the public’s interest in two world-premiere HD specials: Inside the Living Body and Incredible Human Machine. Exploring the human body — from open-brain surgery to footage of a laser procedure on rocker Steven Tyler’s vocal cords — the team needed a visually appealing press kit that complemented, yet clearly identified, both specials.
The two shows shared a central theme and close premieres, so primary tactical pillars of the campaign included differentiating the shows and leveraging efficiencies. The combined campaign featured a dual press kit, allowing NGC to pool budgets and resources. The visual design of the kit reflected both themes of the shows: for ITLB, the "beneath-the-skin" progression of a single life span; and for IHM, the body as an "extraordinary mechanical device." The design referenced several anatomy textbooks with illustrations that used 3D modeling; show titles on two different backgrounds helped drive home the distinction of the two specials.
The kit offered background material reflecting either body systems for IHM, or human development milestones for ITLB. Additional lead releases, fact sheets, expert biographies and Q&As helped distinguish the specials’ content, and all documents served as material for TV producers, including those at 20/20, Good Morning America and The Today Show. All creative elements transmitted consistent and distinguishing themes, right down to the letterhead.
Press kits and screeners were mailed a month before the Television Critics Association press tour to 600-plus press outlets.
Print coverage included about 10 national hits, including The New York Times, The Wall Street Journal, Hi-Def Magazine and Wired, and more than 70 local and 11 trade hits.
Radio coverage included 17 interviews.
AMC for Mad Men — This kit contained market material, including a DVD of the pilot episode, as well as a men’s white starched business shirt (festooned with lipstick on the collar) — all tied together with a band that read, "What’s Your Secret?" We’re not divulging anything, except that we’d be mad not to love this item.
History Channel for Star Wars: The Legacy Revealed — Long ago in a galaxy (er, cubicle) far, far away, a black and shiny helmet-shaped kit forced us to channel our inner Darth Vader. A T-shirt and press booklet — also in the trapezoidal helmet form — left only one thing missing to convert us into a Jedi: a light saber.
Lifetime for Nora Roberts — Talent appearances and press kit screeners helped create buzz for Lifetime Networks’ four original movies adapted from books by best-selling novelist Nora Roberts.
Outdoor Channel for America’s Leader in Outdoor TV press kit — Embracing its adventurous side, Outdoor Channel delivered an action-packed package that described the channel’s brand promise and one-sheets covering everything from executive bios to ratings. The kit’s housing was a vibrant green and black, mimicking the brand’s new colors.