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National Geographic Channel

Brand Case Study

Business Objective: The National Geographic Channel (Nat Geo) asked Brainwave to develop an advertising campaign to promote a TV Series called "The First Draft of History" - which Brainwave Productions had created. The series featured local and national journalists, editors and photographers telling the story of how they reported on the greatest news stories of our time, and therefore created "The First Draft of History."

Brand Strategy: The strategy was to use television - thus a free medium for Nat Geo - to promote the series and offer Nat Geo's captive audience a taster of the show and inspire viewers to watch it.

Brand Campaign: Brainwave developed a number of TV ads to promote "The First Draft of History TV Series". The first ad gave viewers a sense of the entire series and subsequent ads featured the themes and captured the drama of individual episodes - including 9/11 and Hurricane Katrina.

Media: TV ads.

Result: The TV advertising campaign gave Nat Geo powerful, memorable tools to promote the TV series and ensure that it would be a big hit with viewers once it was launched.

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