Beyond the 30 second Spot

The Challenge

TiVo has been working on rebuilding their mobile app from scratch. Reviews in the App Store and Google Play were mediocre and with the investment the company put into the new app, a marketing campaign was needed to bring out a new face to the just built app, as well as to get TiVo’s subscribers to download and rate it.

The Approach

 Mobile users were our first target, mostly the younger members in the household, so we needed to create a campaign focusing straight on those mobile clients and to adjust how people consume media on phones. The idea of having 30 sec spots was discarded right away and we started working on short form videos that speak to the new few features of our app in a fun and visual way. Having just a few seconds to capture the user’s attention, we focused on a selection of thumbnails and statics that would for social media feeds. Bright colors, bold fonts and concise messages were the core deliverables.

Our second target was business people who travel for work and want to use their mobile app to watch a game or the weekly show. Apart from using social media and mobile video ads, we placed the creative in commuter stations and airports. The bright colors and bold graphics stood out.

The Results

 We saw a major increase of downloads, with ratings going from 2 to 4 and 5 stars.