In today’s digital-first advertising world, many marketers often forget TV is one of the most powerful mediums for building brand images and creating a “halo effect” in the minds of consumers.
With the launch of four new creative campaigns this spring, 62ABOVE used TV to dramatically increase brand awareness in target markets and capture the hearts of consumers with custom programming and landing pages.
Our new brand campaign for Love Beverly Hills suggests it’s time to see yourself in Beverly Hills—in the land of glisten and glimmer. This feel good brand campaign invites the audience to fall in love with Beverly Hills using three personas — each enjoying this one-of-a-kind city in their own unique way — with a popular cover song of “I Love You Baby” setting the mood:
This 8-week TV campaign launched in New York, San Francisco, San Diego, and Los Angeles with more than 13+ million impressions, 450 spots and two custom segments in San Francisco and Los Angeles.
In another creative use of video, our team at 62ABOVE relaunched Visit Carmel-by-the-Sea with a new campaign entitled, “A Work of Art.” Since its inception, Carmel-by-the-Sea has been a work of art all on its own—from the scenic beauty to the whimsical village. To bring this concept to life, Visit Carmel’s TV commercial uses art gallery paintings that transform into stunning video. Through broadcast and streaming TV, along with full-funnel digital media, the integrated campaign engages consumers on this curated landing page that encourages consumers to “Explore the Whole Canvas” and “Paint Your Own Love Story.”
The Love Catalina spring brand campaign targeted the core markets of LA, Orange County and San Diego with a 5-week NBC TV schedule with placements during the morning news and Today Show, reaching large, loyal audiences who watch regularly. What’s more, the NBC media buy included a 2.5-minute, custom program on NBC’s “California Live” show with host Jessica Vilchis—all provided as added value.
This spring, 62ABOVE refreshed Go Lake Havasu’s “Find Your Element” TV commercial and launched a multi-market TV and digital campaign in the primary drive markets of Los Angeles, San Diego, Phoenix, and Las Vegas—plus added San Francisco and Chicago as growth markets. With domestic travel on the rise, now is the time to build brand awareness and the visitor base from these growth markets using broadcast and streaming TV media for high impact and maximum reach. In addition, 62ABOVE leveraged added value for custom, hosted lifestyle segments on TV in Chicago and San Francisco to showcase what makes Lake Havasu so unique and generate more share of mind.
The TV media landscape continues to evolve, and our team is keeping a close eye on these continual changes. According to Adweek on April 21, 2022, “cable accounted for 36.9% of all viewing in March, followed by streaming (29.7%), broadcast (24.9%) and other (8.4%). Within the streaming portion, Netflix accounted for 6.6% of viewing, ahead of YouTube (6.0%), Hulu (3.3%), Prime Video (2.3%) and Disney+ (1.8%).
Streaming, connected and broadcast TV media continue to prove themselves as powerful ways to maximize awareness of new or refreshed brand campaigns in target markets. While a digital-first strategy is critical to any media mix, TV puts brands on the minds of millions in :30 seconds.