Building anticipation around a television premiere

The Challenge

TLC was looking to maintain its upward trajectory for Wednesday night TV ratings by retaining viewers from Hoarding: Buried Alive, which aired just before Extreme Couponing and attracting new viewers to “oddity” programming.


Solution

To promote the series premiere of Extreme Couponing, we created a multi-media campaign that highlighted couponers’ “beat the store” mentality and the incredible amount of money people save. The campaign focused on the central idea of outrageous people saving outrageous money, brought to life via the statement, “It’s not just a coupon—it’s a calling.” The campaign featured targeted on-air promotional spots, print, rich media banners and page take-overs.

Results

Our campaign had the second-highest recall of all Discovery Communications campaigns. Around 2.3 million viewers tuned into the Extreme Couponing premiere, and the program was that night’s top-rated show for adults ages 18-49.