RELATIVELY FAMOUS: RANCH RULES
When the children of celebrities are taken out of their comfortable routines and placed on a ranch, you know hilarity will ensue! For this new reality show on E!, our challenge was to hype up the relatively unknown offspring of some big named celebrities without having the rights to actually show the parents. By utilizing unique ways to introduce the cast and focusing on the fish out of water element, we created a fun campaign that resulted in a show that beat all ratings estimates.
Campaign Collaborators: Greg Brayton, Rob Edmond, LA Associates, Chris Ladegaard, Kevin Mazeski, Annie Rakel, Vikki Sanchez
PROMOS
Three unique ways of introducing the cast and premise of the show based
ZERO LIFE SKILLS
Highlighting the biggest names in the cast up front, this spot does our heavy lifting in terms of stating the premise of the show and setting the tone for the campaign
HELP WANTED
Leading with comedy and the fish out of water element, this spot allowed us to show off the over-the-top situations the cast was put in and gave them a moment to name-check their parents for more recognition.
DOWN AND DIRTY
It wouldn't be a reality show without a healthy dose of drama! This spot was created for the reality-heavy demographic to up the stakes of the situation the famous children have been put in.
KEY ART
Two key arts were created for a variety of placements based on the audience we were going for. One put the names front and center in large, bold type while focusing on the contrast between their celebrity upbringings and the down and dirty ranch life.
The other one is illustrated to show off the chaos of the situation and feel more like a movie poster to add a bit of epic scale to the show.
CHARACTER SPOTS
Since many of the cast weren't actual household names (just related to them), we created a social and digital character spot for each of our 8 stars. Using eye catching graphics up front and silly situations, this allowed the viewers to get a glimpse at the personalities of each and the chaos that was about to ensue. We also tested different ways of introducing the cast and who their parents are to see which got more engagement.
TAY HASSELHOFF
JASMIN LAWRENCE
REDMOND PARKER
EBIE
WEEKLY EPISODICS
Our strategy for the "next ons" was to start with a heavy focus on the crazy antics of the cast and as the series progressed, shift to be more intense and dramatic as the audience became more invested in the relationships after the premise already hooked them in.
Episodic 103
Episodic 104
Episodic 106
