NEW YORK, NY (May 2, 2018) – Group Nine Media and Discovery, Inc. announced today the launch of a new, 360 campaign with Enterprise. The “Move Forward” campaign will leverage Group Nine’s science and innovation brand Seeker to engage its digital and social audiences; and Discovery’s Science Channel to reach its linear and TV everywhere viewers. “Move Forward” is the first advertising campaign for "Seeker+SCI," the co-branded partnership between Seeker and Science Channel, which launched late last year.
The campaign will explore how passionate innovators are using technology to improve the most vital function of modern cities - from infrastructure technology and disaster relief logistics to new transportation innovation. To kick off the campaign, Seeker will create a 3-part original video series that explores groundbreaking car technologies that underscore how Enterprise has adapted its global fleet to this modernization. The video series will be live on Seeker’s Facebook, Instagram, YouTube and Twitter channels, which Science Channel will share across its social channels, as well as a dedicated content hub on Seeker.com.
The program will be repackaged into linear vignettes that will air during relevant programming on both Science Channel and Discovery Channel. Topical programming on SCI GO, Science Channel’s TVE offering, will be presented with limited commercial interruption featuring the Enterprise spots, which will utilize footage from Seeker’s video series. In addition, advanced video ads will run across Discovery’s Connected TV Devices Portfolio via Brightline, an enhanced ad and cloud data company. These new advanced ads will feature a full-screen interactive video overlay that will also house the “Move Forward” original series in its entirety for consumers to enjoy. The campaign will culminate with Seeker’s first-ever experiential event, “Night at the Museum” in late summer 2018.
“As a total mobility provider, we serve the daily needs of a wide variety of businesses, government agencies and organizations – and especially when disaster recovery efforts are underway,” said Rob Connors, VP Brand Marketing for Enterprise. “The ‘Move Forward’ campaign aligns nicely to showcase Enterprise’s commitment to offering superior customer service and innovating to stay at the forefront of the future of transportation.”
“Seeker’s mission is to explore how science and innovation impact our world, and this campaign is in perfect alignment with that - while also bringing to life the innovative, forward-thinking brand values of Enterprise,” said Caroline Smith, Seeker’s Chief Content Officer. “We’re excited to bring this new content to our ever-curious audience and partner with Science Channel and Discovery to extend the reach of the campaign to additional audiences far and wide.”
“We are thrilled to partner with Group Nine and Enterprise to create this custom, 360 multi-platform campaign,” said Lauri Baker, SVP Digital Ad Sales & Solutions, Discovery. “The “Move Forward” campaign taps into the combined power of Discovery and Group Nine, by bringing powerful storytelling to life, uniquely distributed across all screens and platforms. It’s a powerful opportunity for our partners to leverage the incredible growth we have seen with our TVE GO apps, extending their reach to younger, more engaged audiences.”
The concept for “Move Forward” originated at the Final Front, the annual content sales event created and produced by The Content Collective – the entertainment and content marketing division of Omnicom Media Group. The industry’s only marketplace designed exclusively for content, The Final Front brings creators and clients together to explore first-to-market collaborations, creative solutions and campaigns. “Working with Enterprise’s media agency of record PHD and the Group Nine/Discovery team, our goal was to create an integration that positions Enterprise as a technology-centric brand that not only understands the priorities of today’s transportation consumer, but is also a leader in defining the challenges and delivering innovative solutions for tomorrow,” says Content Collective Managing Director Rachel Baumgarten.
This campaign marks the latest collaboration between Discovery, Inc. and Group Nine Media, which formed in late 2016 by merging The Dodo, Thrillist, NowThis & Seeker, with an investment from Discovery. In October 2017, Seeker and Science Channel announced the launch of the Seeker+SCI content partnership.
The Enterprise brand – which comprises Enterprise Rent-A-Car, Enterprise CarShare, Enterprise Truck Rental, Enterprise Car Sales, the Exotic Car Collection by Enterprise, Zimride by Enterprise and RideShare by Enterprise – offers customers a total transportation solution. Its flagship brand, Enterprise Rent-A-Car, was founded in 1957 and is known for an extensive network of convenient locations, affordable rates and outstanding customer service. Enterprise Rent-A-Car was ranked on BusinessWeek magazine’s annual list of “Customer Service Champs” for four years in a row. Enterprise operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative. With more than 5,800 fully staffed airport and neighborhood offices located within 15 miles of 90 percent of the U.S. population, Enterprise can meet whatever transportation need customers may have – renting, buying or sharing.
Seeker, the no.1 most-engaged science publisher in the U.S. on social, explains every aspect of our world through a lens of science, inspiring a new generation of curious minds (Source: Tubular, Mar. 2018). Our stories make science relatable and parse meaning through the noise in a world of rapidly changing information. We create relentless curiosity with an insatiable drive to question, dream and create. In December 2016, Seeker joined forces with Thrillist, The Dodo and NowThis to form Group Nine Media.
About Science Channel:
Science Channel, a multi-media business unit of Discovery, Inc. is the home of all things science around the clock, including series such as MYTHBUSTERS, OUTRAGEOUS ACTS OF SCIENCE, WHAT ON EARTH?, HOW THE UNIVERSE WORKS, UNEARTHED, and MYSTERIES OF THE ABANDONED. Science Channel’s programming also included timely, expert-driven specials covering breaking science news and discoveries. Science Channel is the premiere TV, digital and social community for those with a passion for science, space, technology, archeology, and engineering, providing immersive, engaging, high-quality entertainment across all Science Channel assets including: Science Channel television network, available in more than 63 million homes in the U.S; complimentary Video On Demand offering; SCI Go app allowing viewers to catch up on full episodes of their favorite shows anytime; deep video, interactive storytelling and virtual reality at www.sciencechannel.com; and conversations on Science Channel’s popular social platforms including Facebook, Twitter, Instagram and Snapchat via @ScienceChannel.
About The Content Collective:
The Content Collective is the entertainment and content marketing division of Omnicom Media Group, the media services division of Omnicom Group, Inc (NYSE. OMC). With offices in Los Angeles, New York and Chicago, The Content Collective leverages clients’ media investments across television, digital, social and print to support the development and distribution of branded content that enables more relevant consumer engagement.