Hayu needed to reach a more mainstream audience: those for whom reality TV is a guilty secret. They love watching, but can feel judged by the world around them. Which means they keep their love hidden.
NBCUniversal are the people behind 80% of the world’s best reality shows and hayu is a brand solely dedicated to just that. As a brand that loves reality as much as you do, who better to champion it and fuel your passion?
Despite what the chattering classes might say, reality TV is great and loads of people love it. With over 3,000 episodes of the best reality shows in the world, boxsets from the start and same day releases as the US, where better to unashamedly feed your passion. All available to watch anytime and anywhere, we wanted to unapologetically celebrate that with the attitude of the reality stars we love, who simply don’t care what anyone thinks.
Our integrated launch campaign consisted of TV, OOH, digital, social and targeted student activity; we handed out hangover boxes on student campuses, the perfect accompaniment to a hayu binge.
The campaign exceeded aggressive launch targets, reaching 1 million subscribers internationally in the first 12 months. We grew brand awareness to 35% in just 18 months, across the UK, Australia and Ireland, and gained over 75k Facebook followers. Ad liking taken from brand tracking (% of target audience who either liked or loved the ad) was at 90%, and overall brand metrics include brand awareness in core territories +50%.