Black, a new streaming entertainment platform to rival the likes of Netflix and Showmax, needed an exciting digital launch campaign that would convince consumers to try the future of entertainment. Our campaign introduced them to four characters stuck in the past, entertaining themselves in outdated ways. We used each character to tactically target users while they were searching for other forms of entertainment on the Internet, serving them a snippet of what Black has to offer.
Each medium had a specific role in creating a campaign that both positioned Black as a brand to challenge current entertainment, as well as pushing people to trial. Throughout the digital campaign, we created 156 unique pieces of content, with a reach of almost 100 000 000.