Hayu is a new video-on-demand platform dedicated to the joys of reality TV. For hard core fans, it is a no-brainer. But for the platform to succeed, 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.
Despite what the chattering classes might say, reality TV is great and loads of people love it. It just needs a champion. Which is when NBC Universal comes in. The company behind Hayu produces over 60% of the world’s reality TV, including such big names as the Kardashians and Real Housewives. They are true super fans, and with Hayu want everyone to know it.
The haters love to tell you how rubbish reality TV is…vacuous, superficial, without any redeeming features. With two fingers to this negativity, Hayu says no to the haters: watching reality TV is something to be celebrated not something to be ashamed of. Proclaiming this love out loud and proud, our launch campaign for Hayu was a multi-channel and international call to arms for reality TV lovers everywhere. Because when it comes to the haters, there is only one response: I don’t care I love it! Built around the famous Icona Pop song, and making use of TV, digital, social, print and outdoor, the campaign has so far run in the UK, Ireland, Australia and New Zealand with more countries to come.
Delivering sign-ups significantly above forecast, these early results have already encouraged NBCU to release more budget.