Slide 1

Branded Content experience

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The Brief

How to create a relevant content in order to deliver completely the Illy core business to a high SEC target and entertain at the same time?

NGC is creating innovative ways to deliver current, relevant and compelling factual entertainment. We are enjoying the best-ever, cinema quality TV content on bigger, brighter screens. Not only that, we can watch what we want, when we want it across multiple screens and devices. Audience interest is at an all time high with TV being the most talked about medium on and offline.The quality and talent attracted to TV today is astounding. Award winning story-tellers and stars are increasingly finding a natural home, most recently producing signature series such as M Night Shyamalans Wayward Pines for Fox, or Ron Howards Breakthrough for National Geographic Channel. For Advertisers, TV is as unbeatable today as it has always been. No other medium can deliver the reach, emotion, trust & ROI in the way TV can. Combine that with the best shows ever, then for sure it is the Golden Age.Advertisers are also learning more about how TV plus Online advertising is a winning combination. The role played by each is becoming clearer such as how TV drives search, how multi-screening keeps people in the room primed and ready to interact with Brands. New advertising formats and standards have been devised to work with TV in its digital form. In a more complex world the best TV brands and shows are more trusted than ever by Audiences & Advertisers alike. So despite Industry disruptions we would argue TV is still the most important advertising medium and likely will remain so. And at FIC, we have the best in class of both.In todays proliferated landscape the need for higher quality branded stories and immersive experiences will only increase in demand. Advertisers will seek closer alignment between their Brands and quality TV content. Partnerships will realise new levels of integration and Brands will become more and more involved at the development stage.

What we created

Together with Illy, Ngc (Foxlab) produced an original content that told a journey through the country to discover the Illys Artisti del Gusto: the exclusives illys barmen that give to coffee experience a special flavour

NGC is creating innovative ways to deliver current, relevant and compelling factual entertainment. We are enjoying the best-ever, cinema quality TV content on bigger, brighter screens. Not only that, we can watch what we want, when we want it across multiple screens and devices. Audience interest is at an all time high with TV being the most talked about medium on and offline.The quality and talent attracted to TV today is astounding. Award winning story-tellers and stars are increasingly finding a natural home, most recently producing signature series such as M Night Shyamalans Wayward Pines for Fox, or Ron Howards Breakthrough for National Geographic Channel. For Advertisers, TV is as unbeatable today as it has always been. No other medium can deliver the reach, emotion, trust & ROI in the way TV can. Combine that with the best shows ever, then for sure it is the Golden Age.Advertisers are also learning more about how TV plus Online advertising is a winning combination. The role played by each is becoming clearer such as how TV drives search, how multi-screening keeps people in the room primed and ready to interact with Brands. New advertising formats and standards have been devised to work with TV in its digital form. In a more complex world the best TV brands and shows are more trusted than ever by Audiences & Advertisers alike. So despite Industry disruptions we would argue TV is still the most important advertising medium and likely will remain so. And at FIC, we have the best in class of both.In todays proliferated landscape the need for higher quality branded stories and immersive experiences will only increase in demand. Advertisers will seek closer alignment between their Brands and quality TV content. Partnerships will realise new levels of integration and Brands will become more and more involved at the development stage.

Cross-platform storytelling

ON LINEON AIR

OFF AIR

The stories in National Geographics documentaries will feature in the magazine and online. We offer a truly 360 campaign with touch points across all National Geographic platforms. We are one of the most recognized and respected global non-profit organizations.We are a scientific institution and a media and education organization, bringing together the worlds best scientists, explorers, photographers, and storytellers.We are a membership society for those who have a passion for knowledge, adventure, new discoveries, and all things real and amazing.We nurture and empower the worlds most innovative scientists, explorers, and storytellers to help solve the planets mysteries and challenges.We enlighten and entertain global audiences to help them better understand the world.We ignite the spirit of exploration in lifelong learners, ensuring everyone has the opportunity to learn and grow, no matter their age.We connect and engage curious people around the world and enable them to make a difference.

5

Tv Distribution

We exploited NGC&FOX factual network across Europe:

HollandSpain FranceUKItaly

NGC is creating innovative ways to deliver current, relevant and compelling factual entertainment. We are enjoying the best-ever, cinema quality TV content on bigger, brighter screens. Not only that, we can watch what we want, when we want it across multiple screens and devices. Audience interest is at an all time high with TV being the most talked about medium on and offline.The quality and talent attracted to TV today is astounding. Award winning story-tellers and stars are increasingly finding a natural home, most recently producing signature series such as M Night Shyamalans Wayward Pines for Fox, or Ron Howards Breakthrough for National Geographic Channel. For Advertisers, TV is as unbeatable today as it has always been. No other medium can deliver the reach, emotion, trust & ROI in the way TV can. Combine that with the best shows ever, then for sure it is the Golden Age.Advertisers are also learning more about how TV plus Online advertising is a winning combination. The role played by each is becoming clearer such as how TV drives search, how multi-screening keeps people in the room primed and ready to interact with Brands. New advertising formats and standards have been devised to work with TV in its digital form. In a more complex world the best TV brands and shows are more trusted than ever by Audiences & Advertisers alike. So despite Industry disruptions we would argue TV is still the most important advertising medium and likely will remain so. And at FIC, we have the best in class of both.In todays proliferated landscape the need for higher quality branded stories and immersive experiences will only increase in demand. Advertisers will seek closer alignment between their Brands and quality TV content. Partnerships will realise new levels of integration and Brands will become more and more involved at the development stage.

reel

Promo + concorso

Outcome

With more than 7 Mio contacts in across Europe Artisti del Gusto is one of the most successful and longest branded content franchises ever created, facing in 2016 its fourth season.

NGC is creating innovative ways to deliver current, relevant and compelling factual entertainment. We are enjoying the best-ever, cinema quality TV content on bigger, brighter screens. Not only that, we can watch what we want, when we want it across multiple screens and devices. Audience interest is at an all time high with TV being the most talked about medium on and offline.The quality and talent attracted to TV today is astounding. Award winning story-tellers and stars are increasingly finding a natural home, most recently producing signature series such as M Night Shyamalans Wayward Pines for Fox, or Ron Howards Breakthrough for National Geographic Channel. For Advertisers, TV is as unbeatable today as it has always been. No other medium can deliver the reach, emotion, trust & ROI in the way TV can. Combine that with the best shows ever, then for sure it is the Golden Age.Advertisers are also learning more about how TV plus Online advertising is a winning combination. The role played by each is becoming clearer such as how TV drives search, how multi-screening keeps people in the room primed and ready to interact with Brands. New advertising formats and standards have been devised to work with TV in its digital form. In a more complex world the best TV brands and shows are more trusted than ever by Audiences & Advertisers alike. So despite Industry disruptions we would argue TV is still the most important advertising medium and likely will remain so. And at FIC, we have the best in class of both.In todays proliferated landscape the need for higher quality branded stories and immersive experiences will only increase in demand. Advertisers will seek closer alignment between their Brands and quality TV content. Partnerships will realise new levels of integration and Brands will become more and more involved at the development stage.

Thank you