The Independent Film Channel (IFC) and Sundance Channel are two American networks devoted to airing independent films, original documentaries, series and programs.
In 2008, they asked Great Works to give the two brands a fresh and distinct identity, a unique position within the market, and a clear point of difference for their business model when compared to the competition. The aim for both channels was to attract advertisers and sponsors, and enhance the fact that every dollar spent on these networks delivered high impact returns on investment.
Great Works introduced the concept of “Indie-nomics: A Guide to Become Independently Wealthy.”
Indienomics is the theory based on hand-crafted brand content and its ability to accrue value as relevant cultural currency. It is successfully deployed by creating brand stories that “the inﬂuencers” spend time with and in turn pass along. The indie work ethic creates quality content out of resourcefulness and resilience that translates through IFC & Sundance to advertisers and brands.
The Indienomics strategy was developed in reaction to a changing media landscape, and to leverage the channels’ independence, intelligence, creativity and quality messaging that both deliver to a passionate community of free-minded thinkers. It demonstrates the value of the content in the memorable tag-line “Independently wealthy” and provides an opportunity for the distinct brands to meet on a joint platform that promotes each equally. In an economy where the competition is always increasing, Indienomics bring transparency and meaning to usual sales talks.
The 5 tenets of Indienomics:
Independence leads to prosperity.
. Not all consumers are created equal: one uber-influencer is worth reaching 1,000.
Advertising is content.
Trust is king.
Everyone is a network.
Great Works created presentation materials which speak for both channels’ leadership role in the indie environment. The compelling Indienomics concept celebrates and effectively communicates IFC and Sundance Channel’s unique position in the market.
Great Works designed and built a microsite to leverage the Indienomics concept and develop the interest of the brands and media agencies. In addition to the website, Great Works produced the logo, the viral upfront presentation film, guidelines, power point templates, and interactive web banners. Finally, a series of kiosks rolled out across New York City.
“Everyone is a network”
The executions reached out to media buyers where they worked and played: whether it was phone kiosks or web banners, the media was strategically selected to reach media buyers in their natural environment, entertaining them rather interrupting.