Lion’s Den

KCB Bank : Banking

The challenge

Communication to be rolled out in two phases and with each phase facing a different challenge. The CTA phase needed many quality applications and the airing of the show phase needed an increase in awareness and viewership.

The Solution

While there is not much that can be done about the quality of the applications, we felt that we could influence it through the approach and language. For promoting viewership of the show, we raised the audience’s curiosity about the show by teasing with a little bit of what to expect.

Thought Process

This season’s CTA creative reflected that the BIG opportunity is right at your doorstep, all you have to do is step up to the challenge while maintaining a strong business focus through the copy. During the show, without giving much away, we featured the odds the new participants overcame to face the Lions. We also took snippets of participants biographies and created intriguing content that drew audiences in.

The Results

Awareness grew from

57% to 73%

Viewership of the show grew from

50% to 86%