Super Deluxe

Super Deluxe

Creating the Future of Entertainment

Situation

Turner Entertainment, a subsidiary of Time Warner, is betting big on digital and mobile entertainment platforms. As part of that effort, it has revived Super Deluxe, a brand that previously produced animated comedy shorts, and recruited new creative leadership to reshape Super Deluxe’s brand offering. The new team’s philosophy is that today’s production and entertainment companies stifle creativity in favor of mass market appeal.  In response, Super Deluxe is determined to give a voice to new creators, who live outside of the mainstream but are a major influence of millennial culture and trends.

This approach has enabled them to find and nurture new creative approaches in multiple formats, from digital to traditional long-form storytelling. They create high quality content on offbeat, non-standard but highly entertaining subject matter. Their productions resonate with young, digitally native, and creative audiences who don’t feel like conventional media speaks to them. While this approach creates a unique audience for Super Deluxe, it presents a significant challenge – Super Deluxe needs to attract advertisers and brands also interested in reaching this audience, without compromising the brand voice the studio has developed.

Strategy

Our research revealed that Super Deluxe’s audience is growing faster than that of any other digital media company, and its audience engagement is several times higher than anyone else’s. Its fans comment on and share memes, videos, games and content, and spend valuable time watching Facebook Live streams. This indicated to us that Super Deluxe creates real value in the strange, funny, and provocative ideas they produce. With its long form content, the company has been winning awards and closing sales to distributors. All of this supported the idea that Super Deluxe’s brand of entertainment not only gives creatives a new voice, but it connects through with audiences in ways that traditional digital media can’t.

Because of their content diversity, we recommended a singular idea for the company to rally behind, so that Super Deluxe could own a unique position in the minds of the brands and advertisers it sought. The idea was simple –Super Deluxe is more than a media company – it represents “unconventional entertainment”. Unconventional entertainment always breaks through. We likened the creative minds at Super Deluxe to other creative trailblazers, like David Bowie, Lady Gaga, and David Letterman, all of whom took their own line and influenced popular culture. This idea of unconventional entertainment enabled Super Deluxe to tie their wide range of content and formats together and show brands and advertisers a way to real engagement with hard to reach audiences.

We developed a sales presentation for attracting advertisers and brands to their unconventional and effective approach. We identified the Super Deluxe audience as the hard to reach “Digital Culturati”,  a term that captured their native lifestyle and creative bent. We advised them to amplify their ownership of unconventional entertainment by using other “un” words in their story, such as “uninhibited creativity”, and “unexpected stories”. Finally, we showed how Super Deluxe content makes an unrivalled connection with this desired audience across the media formats where this creative class lives and breathes.

Results

Super Deluxe continues to build audience momentum faster than any other digital media creator. The press has dubbed Super Deluxe’s unconventional creativity “the future of entertainment”. When they pitch to advertising agencies, the agencies bring in the whole company, not a single team, to hear their story.

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Date

October 12, 2017

Category

All Case Studies, Positioning Strategy

Tags
brand offering, brand voice, Digital Culturati, digital media company, millennial culture, Super Deluxe, Time Warner, Turner Entertainment, unconventional entertainment