Concrete Pictures Crafts Cheeky VOD Spots For Scripps Networks
Concrete Pictures, a leader in television branding services, announced today the completion of four cross-channel ‘tongue-in-cheek’ spots promoting Scripps Networks’s Video On Demand (VOD) offerings. Designed for HGTV On Demand, Food Network On Demand, DIY On Demand and Fine Living On Demand, respectively the creative spots feature ‘Sally Ordinary,’ ‘Felicia Fraidycat,’ ‘Desperate Dan’ and ‘Annie Active’ each demonstrating a unique consumer benefit VOD provides.
‘Concrete Pictures was on target with our objectives. This proved to be a challenging project to execute due to the different objectives for each spot, but we are very pleased with the end product’ said Jen Mowrer of Scripps Networks. ‘The spots are a creative and fun way to educate consumers about our VOD networks and to lessen the commonplace reservations of Video On Demand in general.’
The four spots were designed to each highlight a different benefit of the VOD user-experience, while also addressing some of the fears consumers may still feel toward VOD. Featuring ‘over-the-top’ characters, the spots include:
‘Sally Ordinary’ who shows viewers that she is a sad-sack girl in her 20 that still decorates her apartment like a college dorm. That is until she discovers the breadth of benefits with HGTV On Demand!
‘Felicia Fraidycat’ is an avid fan of Food Network, but is hesitant to try it On Demand, until she learns that it free!
‘Desperate Dan’ forgot his anniversary and needs to come up with a gift for his wife fast! Dan discovers DIY On Demand and is able to build her a California closet with its step-by-step directions that he can be easily paused and rewound!
‘Annie Active’ is addicted to Fine Living shows, however her active lifestyle doesn’st allow her to watch them as much as she would like. Then she discovers the convenience Video On Demand offers.
‘The assignment was challenging in that the spots needed to find a way to distinguish the VOD Networks from their linear counterparts,’ said Miles Dinsmoor of Concrete Pictures. ‘In the end, we hit upon a solution that allowed for each spot to highlight a different benefit of the VOD user-experience while addressing some of the doubts that consumers may still feel towards VOD.’
About Concrete Pictures
An integrated branding services and production company, Concrete Pictures creates compelling video, film and interactive television experiences that identify and promote its clients’s brands, while entertaining and informing viewers. Representing the next generation in creative media companies, Concrete Pictures has expanded across traditional industry boundaries to overcome the challenges facing its clients while identifying and seizing other new opportunities in today rapidly growing home entertainment environment.
For more information, visit www.concretepictures.com.