Branding / Advertising / Design
CBS Interactive needed to drive ad sales across its network of sites, including GameSpot, CBSSports.com, CBS News, and more. The challenge was getting the attention of media buyers, a largely female audience, and helping them see the network's male skewing properties as a premium way to reach engaged, high spending men.
So we sold them the men. The campaign borrowed the visual and copy language of personal ads and dating profiles, presenting CBS Interactive's audience the way a great matchmaker would. Confident portraits of attractive, on type guys paired with cheeky lines like "Our guys are really into playing games" and "Who says you can't find quality men online?" reframed audience data as audience personality. Each ad gave a quick character sketch, then handed off to the network's reach numbers and brand connection story.
The work performed so well that we expanded it into a full system, including female versions targeting the flip side of the buy, and a microsite that let media buyers explore each property, dig into audience segmentation, and pull projections by category. Same wink, same confidence, much deeper utility underneath.