TRUE BLOOD

Here is the brief for anyone who is doing True Blood. Patty I will email this to you too.

Client: True Blood
Planner: Erica Vaughn


Why advertise?
While HBO has been hugely successful with its hit series “True Blood”, the show is being thrown in with the younger crowds “Twilight” and “Vampire Diaries”. This is not the right target audience for this series. “True Blood” is a much darker show with all the sex and violence a cable network could never get away with. This is not a comedic teenage love story, the characters are darker, creepier and their situations are meant for an adult audience.

What do we want to accomplish?
Create interest with an older crowd and get away from only advertising the sexual side of this show. We need to prove to the new audience that there is more to this storyline. This show has vampires, shape shifters, voodoo priest, fairies and rednecks. It has sex murder and every twist that you could imagine. There is a constant struggle for power in this show, human and vampires were never meant to mix. Not to mention it’s placed in the Deep South, which only adds to the “creepy” factor, we should be playing up on this! Let’s focus more on the idea that the vampires are the living dead walking among humans and less on the idea that vampires are sexy immortal beings.

Who are we talking to?
Male and Female 25 and up.

What insightful things do we know about them?
At this age the idea that life is just a party has faded, mostly because now that they are out of school and paying their own bills. They are very busy now with things like work or even starting a family, which means they are not always doing the things that they want. So when they get the chance to sit down and watch television, they don’t want something that is like every other show out there. They want something that is break from their everyday reality, something that gets their heart pumping. They simply do not want to watch some teenage soap opera that is just going to make them feel older; they want something that fits them. As an adult you want to watch something that is exactly that, adult.

What is the most effective message?
Nobody said co-existence would be pretty.

Additional Info:
http://www.hbo.com/trueblood/season2/
http://truebloodwiki.hbo.com/