Aesop Agency | Agency Profile, Contacts, AOR, Client Relationships
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Aesop Agency Contacts
|Fiona C.||Group Account Director||London|
Sample of Associated Brands
|Jim P.||Commercial Director||London|
|Mark M.||Business Development Director||London|
|Arienne B.||Finance Manager||London|
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Millennial Branding: Game of Thrones launches box set and exclusive sleeves for Season 6
Subject: TV, Digital, Social, Online, Press, Print, Outdoor, Cinema.
Show: Game of Thrones (GOT) is an American fantasy drama TV series, produced by HBO, based on George R. R. Martin's series of fantasy novels, the first of which is titled A Game of Thrones.
Opportunity: Launched a campaign, with help from Aesop, to commemorate their Seasons 1-6 box set and Sean 6 exclusive sleeves. The branding agency constructed a colourful mosaic made up of thousands of individual tiles. The level of craft highlights the premium quality of the show.
Just this September, GOT partnered with Tourism Northern Ireland to target millennials and increase tourism across the locations where scenes were filmed. The Christmas release is meant to scoop up those festive pounds and keep the show in audience view ahead of the upcoming Season 7 release. GOT has a habit of debuting episodes in spring, typically in early April, but will launch this newest adventure in the summer months. Sellers should reach out before 2016 ends to be considered for the later release.
HBO is currently building relationships and preparing for this launch so media, digital and creative agencies should also be on alert. The box set rebrand from a darker image to a grander theme could carry into 2017 marketing efforts. Only time will unveil.
Target Market: Hardcore GOT fans willing to travel to Northern Ireland (during its coldest season) in an effort to see The Iron Islands (Ballintoy Harbour), The Stormlands (Cushendun Caves), The King’s Road (Dark Hedges), Winterfell (Castle Ward) and Robb Stark’s Camp (Audley’s Field).
Digital Breakdown: Per Pathmatics, since January, HBO has spent over £1.2m on video ads that generated over 22m impressions. With the majority placed site direct, top publishing sites included wikia.com, youtube.com, imdb.com and digitalspy.co.uk. During this time, £197k was also spent to gain 9m impressions.
This is a more video-focused strategy compared to year-to-date 2015 when £905k was instead spent on desktop adverts. Meanwhile, only £104.6k was spent on video ads, gaining 11.8m impressions.
Agency Roster: HBO has recently worked with Sky on its social media presence.
C/O Premiere International
56 Ennismore Gardens
Ms Lisa Moyes
International Marketing Manager
Ms Josie Thompson-Green