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Harnessing the Power Of TV

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Harnessing the Power Of TV

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This is the story of how Northstar managed to develop a TV show that has not only been singled out by the company’s CEO, but has been used as a medium to open conferences attended by over 3000 delegates.
Over the course of 2017-2018, Northstar has documented the lives of nine very different households throughout the UK via the airing of 10 different episodes.
Each episode was produced to deal with a different strategically important topic. Footage was pulled from a number of sources – from planned research events where professional cameraman as well as sound editors were present, to more intimate self-shot footage captured by our Stars using their smartphones.
Each episode required our research team to spend considerable time storyboarding, scene by scene, the narrative we wanted to tell, but also doing it in a way that allowed the personalities of the household’s shine through.
Series one has had a profound effect on our client’s business. It is seen as the perfect antidote for time poor C-suite stakeholders who don’t want to wade through a 40 page report, or feel that a summary report doesn’t generate enough customer empathy to really inspire change within their organisation.
In addition, the show has been so successful in delivering insight to the very top of the business that we’ve already been commissioned for season 2.
During our presentation we will explain how to:
• How we did it! By outlining the process (and learnings) we went through to set-up, manage, and film a TV show for our client
• Critically, do this in a cost-effective manner

This is the story of how Northstar managed to develop a TV show that has not only been singled out by the company’s CEO, but has been used as a medium to open conferences attended by over 3000 delegates.
Over the course of 2017-2018, Northstar has documented the lives of nine very different households throughout the UK via the airing of 10 different episodes.
Each episode was produced to deal with a different strategically important topic. Footage was pulled from a number of sources – from planned research events where professional cameraman as well as sound editors were present, to more intimate self-shot footage captured by our Stars using their smartphones.
Each episode required our research team to spend considerable time storyboarding, scene by scene, the narrative we wanted to tell, but also doing it in a way that allowed the personalities of the household’s shine through.
Series one has had a profound effect on our client’s business. It is seen as the perfect antidote for time poor C-suite stakeholders who don’t want to wade through a 40 page report, or feel that a summary report doesn’t generate enough customer empathy to really inspire change within their organisation.
In addition, the show has been so successful in delivering insight to the very top of the business that we’ve already been commissioned for season 2.
During our presentation we will explain how to:
• How we did it! By outlining the process (and learnings) we went through to set-up, manage, and film a TV show for our client
• Critically, do this in a cost-effective manner

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Harnessing the Power Of TV

  1. 1. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Your Name Your Company Harnessing The Power Of TV Alex Holmes | Jessica Fennell
  2. 2. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell used as a educational tool build a sense of belonging cost effect way insights reach the top Why should I care?
  3. 3. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Harnessing the power of TV – in 5 steps! step 1: what is our house? step 2: tv show format step 3: getting client buy in step 4: finding the right people step 5: producing a show
  4. 4. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell step 1:what is our house?
  5. 5. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell What is Our House? 15 in-home interviews 3 cook-alongs 15 shop-alongs 6 come dine with us events 10 self-shot footage 3000 ASDA store managers & suppliers 1000 hours with their target customer1000 hours of footage250 of data 4TB ASDA marketeers
  6. 6. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell step 2:tv show format
  7. 7. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Why we felt a TV show format would work? build customer empathy time poor c-suite longitudinal studies
  8. 8. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell step 3:getting client buy in
  9. 9. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell The Future of Video build a compelling project branding Why? How? synergy with… project concept synergy with… existing brand synergy with… target customer builds excitement stronger identity foster ownership
  10. 10. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell The Future of Video enable moments to collaborate throughout Why? How? feel part of the process recruiting attend all events voice over storyboarding production processadd value
  11. 11. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell The Future of Video rebrand key touchpoints respondent star video episodes focus groups come dine with us events research market filming location moderators producers Why? How? elevates the role of the project
  12. 12. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell step 4:finding the right people
  13. 13. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell How do you cast the right stars? step 3: skype call the best step 4: develop a showreel for each filming location London Manchester Glasgow step 1: recruited from stores step 2: candidates submitted videos
  14. 14. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell our space the little touches
  15. 15. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell step 5:producing a show
  16. 16. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Scheduling is critical scheduling is criticalchallenge! speak to all moments planning
  17. 17. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell A need for a variety of location A need for a variety of location In-home Their Locality In-store Hired Houses
  18. 18. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell A need for a variety of shots a need for a variety of shots different devices to capture footage b-roll list Go-pro Digital SLR Drones Smartphones City Locality Artefacts
  19. 19. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Storyboard each episode storyboard each episodeagree a theme SOW brainstorm isolate clips
  20. 20. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Execute like a pro execute like a pro rough cut extended version of episode (8 mins) reviewed by client final cut reduced to (5 mins) includes VO colour & audio corrected
  21. 21. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Summarising our top tips step 1: build a project brand step 2: enable client collaboration step 3: find the right people step 4: our 5 steps to production
  22. 22. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell The Future of Video Thank You!Alex Holmes | Jessica Fennell
  23. 23. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Q & A Northstar Research Partners Alex Holmes Jessica FennellSue York NewMR
  24. 24. The Future of Video Harnessing The Power of TV Alex Holmes and Jessica Fennell Pla$num Communica$on Silver Gold NewMR 2018 Sponsors

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