Work / shomi / 2016 / Brand Story
With new competitors stepping into the streaming video-on-demand category and Netflix already holding a 4-year head start, Rethink’s challenge was to introduce a new brand into this already crowded space. Our launch campaign, a highly visual tour of shomi product offerings, accomplished this with a spirited and playful tone that cemented the distinctive shomi brand personality.
In August 2015, shomi would be available to all Canadians, not just Rogers and Shaw customers. So we came up with a campaign that played off the notion that the television characters you love almost become part of your life. Our fully integrated campaign was by all accounts, a huge success, with brand awareness increasing to 79%. A few months later, shomi was even crowned Marketer of the Year.