the 7 stars - Case Study
Alone in the Wild
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The Brief
“Alone in the Wild” marked Discovery’s first foray into reality television, and saw eight well-known personalities surviving in some of the planet’s most perilous and remote locations. Our task was to push the series as appoint-to-view TV and deliver a co-viewing audience where Discovery traditionally has an ABC1 male focus.
Solution
Our solution was to treat the show launch in the same way as the launch of a Hollywood blockbuster. A combination of national bus supersides and high profile billboards in London built national mass coverage as well as delivering stature for the show. The outdoor activity is also supported by TV trailers across Sky and press and radio adverts reminding people to catch the show.
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The Results
Alone in the Wild peaked at over 500,000 viewers beating all targets and making it their highest live rating show on 2011 so far.