Challenge

Competition for coveted entertainment industry awards is fierce. With an abundance of quality content vying for attention in an overcrowded landscape it is more challenging than ever to capture the attention of the voting members of the television academy. While Downton Abbey was a perennial fan favorite, we needed to assure that ATAS (Academy of Television Arts & Sciences) voters would be compelled to watch and nominate the acclaimed series and its creators for television’s highest honor.

Insight

Episodes for consideration were available to ATAS voters for viewing on a private website, yet research showed actual DVDs of the series are coveted. A cultural phenomenon with a fervent and loyal fan base including among the press, the series was in its last two seasons – a good time to remind voters of the limited time left to give Downton its due with a winning vote.

Solution

We worked directly with the producers to create a strategic and targeted “For Your Consideration” (FYC) campaign. True to the series’ style, the key art reflected distinctly sophisticated and lush tones and featured beloved characters front-facing (leading with the “character” of the iconic estate) to create instant recognition. The understated mailer included DVDs with all of the season’s episodes – tangible and convenient. Trade ads and video interstitials tugged voters’ emotions announcing this to be Downton Abbey’s “final season”.