We have created an unique campaign for CBS Action. The broadcaster briefed us to create a clever campaign for their iconic show: Star Trek The Next Generation.

Star Trek The Next Generation is a classic piece of television from the CBS stable. Its fans are truly passionate, knowledgeable, fervent collectors of all things to do with the show. Since the property is a classic, we spotted an opportunity to create a buzz around the fans by putting them central to the creative, and developed the expression:

“Live Boldly. Love your Fan Side”

CBS: Star Trek; Making of film

The concept provided the perfect stepping stone for the creation of an expression of characters that have another side to their lives. The visuals were produced for real, in camera. To achieve this look, the fans wore specially tailored suits stitched together to be half work-wear and half-trekkie. This stylish execution is aimed to support Star Trek’s loyal fan base but also encourages younger viewers to tune-in. It’s OK to be a fan!
The campaign will run UK wide on billboards, online, on-air and trade press.

Results: Not only did the work receive wide acclaim but also went on to achieve approximately 4 times targetted viewing figures.

” We have developed a campaign with Studio Hansa that shows our commitment to the series and its fans. CBS Action offers a more comprehensive viewing experience of The Next Generation than any other channel in the UK. Studio Hansa understood straight away our aims and have created a campaign that will bring new fans to the series while respecting the loyal fan base that already exists.”

Chris Sharp, Chief Programming Officer at Chello Zone