[JUDGING] NOW TV x Core
Section: Best Multiplatform Campaign - Paid
Organisation Name: NOW TV x Core
Campaign Questions
Name Of Brand Client
NOW TV
Campaign Name
Seizing a Moment: NOW Relaunch x HBO Max
Personpeople Who Led This Campaign
Aimee Chan / Darryn Fisk
Do You Use Alt Text In Your Images And Caption Your Videos
no
What Objective For Campaign
As HBO Max launched in Ireland, the goal was for NOW to capitalise on the moment and remind the nation why it is the best choice for streaming: all of your entertainment needs met, now with the addition of HBO Max.
With strategic precision in mind, NOW aimed to amplify the relaunch of its offering by capturing dual-screen moments when users were most likely to consider a purchase: when they were already streaming in the evening.
We were tasked to capitalise on the attention generated by NOW’s Relaunch, to build familiarity with the brand, and ultimately encourage people to take action. To do that, we needed to reach audiences at the right moments with attention-grabbing content that was hard to miss.
The campaign needed to do more than generate clicks; it had to build an association between NOW and HBO Max, while also driving significantly higher sales. Our objective was to gain maximum awareness across the country, reaching users in their living rooms or in front of their laptop screens as they scrolled for what to watch, with the right message on the right platforms. In doing so, we aimed to build a relationship with users that meant NOW would become the go-to destination for HBO Max shows.
This campaign’s primary purpose was simple association: All your Entertainment streaming needs met with the addition of HBO Max.
Outline Your Strategy For This Campaign
This was an attention-led paid social campaign built to establish an association between NOW and HBO Max, building a relationship that would ultimately grow into action. Our goal: turn awareness into acquisition by making NOW the obvious choice for social users’ streaming needs.
The strategy centred around four pillars: Precision Targeting, Attention-Grabbing Creative, Real-Time Optimisation, and Platform Takeovers.
1. Precision Targeting:
Sky/NOW identified the most crucial moment to reach users: when they were most likely to be on social media - post-work, in the evening, looking to relax while streaming their favourite shows. By identifying this moment, we captured user attention through scheduled targeting between 5pm and 8pm across Meta and TikTok, withholding investment from scattered impressions throughout the day and unleashing it when it mattered most.
This strategy ensured the nation was aware of the shows they might want to watch next and, more importantly, where to watch them.
2. Attention-Grabbing Creative:
To win in the scroll, we needed creative that didn’t just blend in; it had to punch through and, more importantly, leave a lasting reminder. What better way to do this than with a marriage?
The creative captured the essence of our mission statement, highlighted by the soothing chorus of the Spice Girls’ hit ‘2 Become 1’. This creative served as a (re)launch of
What Were The Outcomes For This Campaign Metrics Next Question
The campaign delivered outstanding awareness and creative results, exceeding targets and demonstrating a clear impact on sales activity.
Delivery excelled across Meta and Reddit despite the scheduled targeting, with Meta delivering a 60% cheaper cost per ThruPlay, resulting in 42% of engaged users watching through to the end of the ad.
Early launch messaging across 6- and 15-second assets established the campaign, delivering high-impact creative retention that even the mid-campaign creative refresh couldn’t match. Our audience was captured in those early weeks, particularly over the Easter break, when we recorded the highest video retention.
What Are Your Metrics For This Campaign Real Metrics Please
Takeovers successfully owned the moment, highlighting the importance of reach amplification as part of a strategy aimed at capturing attention. Across the one-day takeovers, NOW relaunch creative was served to 2.2M Irish accounts, with Reddit’s seven-day Entertainment takeover bringing this to 3M over the course of the week.
We also observed an impact on our always-on performance activity. From the launch of precision targeting and takeovers, Meta CPA decreased by 55%, TikTok by 38%, Reddit by 30% and Snapchat by a significant 60%. This was maintained throughout the opening two weeks, showcasing the importance of leveraging a moment.
Is There Anything Else You Want To Add Be Brief
This campaign was the result of close collaboration between Sky’s NOW in-house media and marketing teams, Core Performance and Starcom, part of Core.
On the client side, the team brought deep market insight, brand clarity and a willingness to be bold, championing a challenger mindset from the outset.
On the agency side, success was driven by tight strategic planning, agile media buying, sharp creative execution and continuous performance optimisation. Media, creative and performance teams worked hand-in-hand to ensure messaging, targeting and timing aligned seamlessly across platforms.