BLOK EKIPA FOR COMEDY CENTRAL
Everything is allowed online – what about TV?
Our task was to create a campaign to inform the audience about the introduction of the popular web series Blok Ekipa (Projects Crew) to the Comedy Central programme, to the TV. At the same time, the channel wanted to refresh its image, acquire a new audience, target group, create controversy. (*Blok Ekipa is a series about hooligans from Grochów, which relates in a funny way to the Polish reality, with its tone being far from politically correct...)
Blok Ekipa is a series about hooligans from Grochów, which relates in a funny way to the Polish reality, with its tone being far from politically correct. This cult animation was created by Bartosz Walaszek, the creator of such parody movies as, for example “Wściekłe pięści Węża” (Snake’s Fists of Fury) and popular animated series for adults.
Each Bartosz Walaszek production is a satire on the present day and enjoys immense popularity online. The YouTube channel of the series attracts over 400,000 subscribers, and the most popular episodes reach over 2 million hits. The campaign was based on the idea: The “Blok Ekipa” series moves from the Internet to the TV. Online, everything is allowed. What about TV?
How will the characters of the series: Spejson, Walu and Wojtas pull themselves together in a large format? We show the characters’ preparation for their new roles as the TV stars. We have created a strategy of activities for TV, the Internet as well as recommendations for the types of media to be used – with emphasis on rich media, engaging formats and a number of social media activities or on popular platforms, such as Kwejk, Demotywatory etc.
We produced TV spots, a series of dedicated online videos (where the first 3-5 seconds of interaction is the most important). In the teaser phase we provide entertainment content for TV and online relating to the preparation of the characters: on the campaign’s landing page, on Viacom websites, and in social media. On October 1st, 2015 the teaser campaign was launched.
- CLIENT Viacom International Media Networks w Polsce
- WWW comedycentral.pl
- YEAR 2015
Viacom International Media Networks in Poland the following TV channels in their portfolio: Nickelodeon, Nickelodeon HD, Nick Jr., MTV, VH1, VIVA, Comedy Central, Comedy Central Family and Paramount Channel HD. This linear offer is complemented by applications (such as MTV Play and Nickelodeon Play) and websites offering a total of over 700 hours of video content, 100 games, and 50,000 music videos. Globally, the company is part of Viacom.