SERIES OVERVIEW. Obj ect i ve Resear ch

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Doris Bennett
5 years ago
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SERIES OVERVIEW Obj ect i ve Resear ch Follows four scientists as they

research facility in the Arctic Pr emi se Virus holds the key to

(one day per episode) Boasts high caliber talent executive produced by

2 SERIES OVERVIEW Obj ect i ve Resear ch Follows four scientists as they hunt down a dangerous virus within the confined walls of a mysterious research facility in the Arctic Pr emi se Virus holds the key to mankind s salvation or total annihilation Takes place over 13 days (one day per episode) Boasts high caliber talent executive produced by Ron Moore of Battlestar Galactica fame and the producers of Lost and The X-Files

3 CAMPAIGN OVERVIEW Obj ect i ve Obj ect i ve Mar ket i ng St r at egy Key Dr i ver s Audi ence Meet or exceed AMA target in metered markets: Vancouver, Calgary, Edmonton & Toronto Own Friday night timeslot over the competition Create a big-event feel, building buzz & positioning Helix as television s not-to-miss winter series. Leverage executive producer credits where applicable. Show Positioning: Helix is a high octane thriller where nothing is as it seems Creative Strategy: The virus is only the beginning The mystery and suspense of the teams investigation into the outbreak The idea of a new virus outbreak that threatens our very existence The current and past relationships between the characters DRAMA LOVERS: love the thrill of a good story and watches other top scripted dramas SHOWCASE VIEWERS: Our universe of sci-fi fans who view other sci-fi programming on Showcase such as Lost Girl, Continuum, Beauty and The Beast, Haven, Warehouse 13 etc. and who often become brand ambassadors for these programs HEAVY DIGITAL/SOCIAL MEDIA USERS: Reliant on platforms for news and info and love to share social content through these channels

4 OPPORTUNITIES Rat i ngs Highly anticipated new series launching day and date with US chance to create a big-event feel and buzz on both sides of the border Showcase has seen ratings-success with the sci-fi genre; continue to build on momentum Ne w Audi e nc e s Bring Friday Night TV Landscape over to Showcase and own the night over the competition Friday night television landscape: 38% Canadian Specialty, 30% Conventional for A25-54 Publ i c i t y Well-known series lead with Canadian roots Shot on-location in Montreal Ron Moore s creative pedigree lends credibility to the series Hal o Ef f e c t Use Helix audience as a springboard to launch other Showcase winter/spring series and Ron Moore s upcoming new series, Outlander this fall

5 CREATIVE POSITIONING The Sell High octane thriller where nothing is as it seems THE TRUTH WILL SPREAD/PLAY GOD PAY THE PRICE Thrilling Sci-Fi Drama with Twists Tagline Key Selling Points Characters multilayered with various motives and backgrounds Executive producer credits Ron Moore is a big hook Setting Mysterious place in the Arctic Potential Crossover Audience Attributes Edge Of Your Seat Thriller Mysterious Tense Dangerously-Eerie Character Driven Exciting Theatrical

6 MEDIA STRATEGIES LeverageObjowned, paid and earned media to elevate awareness ect i ve Helix to create buzz and drive viewership Resear ch Pr i marfor y Capitalize on all of Shaw s assets Leverage partnerships for extended exposure Leverage social platforms and tap into social audiences to generate additional conversation/build buzz Experiential Stunt to create buzz Targeted media buy to reach Friday night television audience On-air promotion kicks off in Lost Girl season premiere and Global s Almost Human, Sleepy Hollow, Dracula

7 MEDIA TIMELINE Nov 10 1 Dec Jan 10 (TBC) E IE R M E PR Feb 7-23 ON-AIR CAMPAIGN OFF-AIR SOCIAL PARTNERSHIPS Sony & Fan Expo E AL N I F

8 SOCIAL MEDIA NOV ES I G E T STRA CS I T C TA DEC J AN - Pr emi er e Create Conversation & tap into key influencers Build Momentum Countdown! Extended Teaser First look images Premiere date Extended trailers Creator interviews Exclusive images Exclusive sneak preview Cast interviews Tracking marketing stunt ROS Keep Conversation Alive First look at episodics Image recap of each day at Arctic base

9 Campaign In-Market Obj ect i ve Resear ch Pr emi se

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