The Walt Disney Company
Hulu
STRATEGY: Target Hulu existing audience.
IDEA: To celebrate Hulu Sweet 16 with its audience by producing a music album of theme songs from hit TV shows from 2008, and these shows are available to watch on Hulu today.
EXECUTION: An album cover.
PROPOSITION: Hulu offers a streaming library with ton of movies, and streams new episodes the day after they air.
Disciplines: Design, Typography
The Walt Disney Company is an American corporation best known as a purveyor of family entertainment. During the 20th and early 21st centuries, it became one of the world’s largest media conglomerates, with such holdings as ABC, ESPN, Pixar, Marvel Entertainment, and 20th Century Studios to include Hulu.
Hulu is an American internet streaming service that provides advertiser-supported videos of television shows and films. Hulu was launched in 2007 as a private beta, and then opened to the general Internet public in 2008.
To celebrate Hulu turning 16 this year, it produced an album with the theme songs from hit TV shows from 2008 to include: The Wire, Generation Kill, The Shield, Prison Break, and many more, that are also available for streaming on Hulu today. This stroll down memory lane will get the existing audience to remain loyal to Hulu. I was tasked to design a typographic album cover for Hulu for its Sweet 16 birthday celebration.
THE BRIEF
Why is this brief here? Hulu turns 16 years old this year and would like to celebrate it with their audience.
Who are we trying to influence? Hulu existing audience.
What do we want them to do as a result of the communication? Existing customers of Hulu to continue their loyalty, and for prospects to sign up with Hulu.
How do we expect communications to work towards achieving this? People will go down memory lane listening to theme songs from their favorite shows they use to watch on network television, but is no longer running. However, they can watch these shows again on Hulu.
What are we trying to convey? With Hulu, you can watch something that released yesterday, or yester-year. Come TV with us.
What will help people to know this? With no ads, Hulu offers a streaming library with ton of movies; streams new episodes the day after they air; shows live sports with ESPN+; all on your favorite devices, including TV, laptop, phone or tablet.
What will help people to feel this? Feel like a kid again watching your favorite Saturday morning cartoons.