THE CHALLENGE
To showcase the new, more premium NOW brand identity and reinforce the opinion that it is a leader of brilliant entertainment, we were briefed to create assets to entertain, inform and excite new and existing customers.

THE STRATEGY
Cutting through the TV streaming competition was key, and to do this we needed a strategic idea that stood out among the crowd. Key insight at the time was that Brits struggling to sleep during lockdown were driving a huge rise in demand for mindfulness & sleep apps. TV was a huge source of escape and comfort for many of us – but what if your favourite TV shows could not only help you unwind, but drift off too? Enter the idea for soothing sleep stories that transported listeners to their favourite famous TV environments. The assets would showcase the brand benefits through the use of innovative tech, cutting through the noise and highlighting NOW as a tech leader, home to the most famous TV properties.

THE CREATIVE
We created 5 x soothing sleep stories, with Sheridan Smith as the voice and face. Using Unreal Engine VR tech with LED wrap screens, we produced slick video content that immersed Sheridan, and the audience, in the iconic TV worlds, such as Game of Thrones and The Secret Garden.

THE RESULTS
-Over 2,000 streams of the sleep stories in launch week

-Post campaign:
7/10 consumers feel NOW is a great place to watch a range of good quality entertainment (compared to 3/10)

-14% uplift in consideration of subscribing to NOW

-1.6m reach on Sheridan’s socials