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SERIES OVERVIEW

Obj ect i ve

Resear ch

• Follows four scientists as they hunt down a dangerous virus within the confined walls of a mysterious research facility in the Arctic

• Virus holds the key to mankind’s salvation or total annihilation

• Takes place over 13 days (one day per episode)

• Boasts high caliber talent – executive produced by Ron Moore of Battlestar Galactica fame and the producers of Lost and The X-Files

Pr emi se

• Create a big-event feel, building buzz & positioning Helix as television’s not-to-miss winter series. Leverage executive producer credits where applicable.

• Show Positioning: Helix is a high octane thriller where nothing is as it seems• Creative Strategy: The virus is only the beginning

• The mystery and suspense of the teams’ investigation into the outbreak• The idea of a new virus outbreak that threatens our very existence• The current and past relationships between the characters

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CAMPAIGN OVERVIEW

• Meet or exceed AMA target in metered markets: Vancouver, Calgary, Edmonton & Toronto

• Own Friday night timeslot over the competition

Obj ect i ve

Key Dr i ver s

Obj ect i ve

Mar ket i ng St r at egy

Audi ence

• DRAMA LOVERS: love the thrill of a good story and watches other top scripted dramas

• SHOWCASE VIEWERS: Our universe of sci-fi fans who view other sci-fi programming on Showcase such as Lost Girl, Continuum, Beauty and The Beast, Haven, Warehouse 13 etc. and who often become brand ambassadors for these programs

• HEAVY DIGITAL/SOCIAL MEDIA USERS: Reliant on platforms for news and info and love to share social content through these channels

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OPPORTUNITIES

Ne w Audi e nc e s

• Bring Friday Night TV Landscape over to Showcase and own the night over the competition

• Friday night television landscape: 38% Canadian Specialty, 30% Conventional for A25-54

Hal o Ef f e c t

• Use Helix audience as a springboard to launch other Showcase winter/spring series and Ron Moore’s upcoming new series, Outlander this fall

Rat i ngs

• Highly anticipated new series launching day and date with US – chance to create a big-event feel and buzz on both sides of the border

• Showcase has seen ratings-success with the sci-fi genre; continue to build on momentum

Publ i c i t y• Well-known series lead with Canadian roots• Shot on-location in Montreal• Ron Moore’s creative pedigree lends credibility to the series

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Key Selling Points

Potential Crossover Audience

High octane thriller where

nothing is as it seems

Thrilling Sci-Fi Drama with Twists

Characters – multilayered with various motives and backgrounds

Executive producer credits – Ron Moore is a big hook

Setting – Mysterious place in the Arctic

Edge Of Your Seat Thriller | Mysterious | Tense| Dangerously-Eerie | Character Driven | Exciting| Theatrical

Attributes

CREATIVE POSITIONING

The Sell

Tagline THE TRUTH WILL SPREAD/PLAY GOD PAY THE

PRICE

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MEDIA STRATEGIES

Obj ect i ve

Resear chPr i mar y

Leverage owned, paid and earned media to elevate awareness for Helix to create buzz and drive viewership

Capitalize onall of Shaw’s assets

On-air promotion kicks off in Lost Girl season

premiere and Global ‘s Almost Human, Sleepy Hollow, Dracula

Targeted media buy to reach Friday night television audienceLeverage social platforms and tap

into social audiences to generate additional conversation/build buzz

Leverage partnerships for extended exposure Experiential Stunt to create buzz

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MEDIA TIMELINE (TBC)

ON-AIR CAMPAIGN

Nov 10

FINALE

SOCIAL

OFF-AIR

Dec 1 Jan 10 PREMIERE

PARTNERSHIPS – Sony & Fan Expo

Feb 7- 23

TACTI CS

STRATEGI ES

NOV DEC J AN - Pr emi er e ROS

Create Conversation& tap into key

influencers

Build Momentum Countdown! Keep Conversation Alive

SOCIAL MEDIA

• Exclusive images• Exclusive sneak

preview • Cast interviews

• Tracking marketing stunt

• First look at episodics

• Image recap of each day at Arctic

base

• Extended trailers

• Creator interviews

• Extended Teaser • First look images

• Premiere date

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Campaign In-Market

Obj ect i ve

Resear ch

Pr emi se