Buick Human Highlight Reel
Buick turns to TeamWorks creative to show how sports power hope and change
Background
The Buick Human Highlight Reel was a multi-year integrated marketing campaign that activated the automaker’s sponsorship of NCAA Athletics. The major on-air push for the campaign ran during NCAA March Madness each year and drove fans online to engage with inspirational stories, rooted in sport.
Business challenge
Buick’s litany of agencies collaborated on this high exposure campaign from creating the vision to executing the media buy, but the heart of the success stemmed from sourcing – and telling – fantastic, transcendent sports stories. Needing scale, scope and a tight turnaround, TeamWorks was called upon to deliver six stories and six on-air promotions in less than a month.
Strategy
TeamWorks’ creative team scoured its network of high profile relationships – which ranged from nonprofit leaders to sports media moguls – then brainstormed great stories yet to be told. We assessed the current inventory of stories, and offered up a compelling mix including two basketball-related features and four Olympic sport topic pieces that kept in line with the campaign mission.
Specific tactics included:
- Creation of a storytelling hybrid team – story finders and storytellers – that included quality control across teams for brand consistency
- Leveraging past relationships with NBA executives, college athletics administrators and our internal creative team’s networks to identify stories, secure permissions and lock in logistics at breakneck speed
- Creation of 30-second teasers to help Buick promote the stories digitally
Impact
Delivered six features ranging from 3-5 minutes each and six 30-second on-air promos ahead of schedule and on budget.