HOW BRANDED CONTENT WORKS
AT ISSUE
The Department of U.S. Health and Human Services discovered that more young kids in urban areas of the country had deteriorated during and after the global pandemic – as parents were forced to make financial choices. The agency tasked Colgate Palmolive to increase its awareness and education campaign in inner cities that were most at risk to connect with young students and their parents.
Bader arranged for popular members of the New Orleans Pelicans NBA team to participate in a multi school rally to encourage the kids to learn how to brush and take care of their teeth.
THE STORY
Bader assigned a video news team with the Pelicans sideline reporter to cover the event, interview the students, their parents, educators and Colgate executives to highlight the issue and discuss the solutions – working with the NBA team to drive home this important point and leave an impression with the students.
The national TV news report aired on 50 TV stations and regional lifestyle programs throughout the southeast and selected Colgate targeted cities.
THE RESULTS
14,850,350
Total Viewership
$5,714,300
Ad Value
AT ISSUE
The discussion among large U.S. manufacturing companies is how to lower its carbon footprint and communicate this to its customers, investors, Wall Street, the science community and to lawmakers.
The solution was for Bader to undertake the role to gather important footage across the Toyota manufacturing landscape to not only produce the TV program, branded content TV news segments to promote the program but also edit fresh news footage to enhance the Toyota media site.
The Power of Solar & Wind – The Road to Carbon Neutrality, a 60 minute program that aired on Discovery zoomed in and examined the latest science, learnings and developments undertaken by one of the nation’s largest manufacturers aiming to become carbon neutral in its plants by 2035. As the audience learned, in the world premiere, a number of elite US companies have turned to alternative energy sources to power their facilities and operations.
THE STORY
As the world’s largest automobile manufacturer, Toyota is trying to set a tone by providing environmental leadership to its suppliers, dealers and customers with a strong message to its future employees at universities and trade schools.
Bader produced an hour-long TV special covering the topic demonstrating Toyota’s leadership and advancements.
THE POWER OF SOLAR & WIND – THE ROAD TO CARBON NEUTRALITY AIRED ON DISCOVERY, SCIENCE CHANNEL AND MOTORTREND TV
The Power of Solar & Wind – The Road to Carbon Neutrality zooms in to examine the latest science, learnings and developments undertaken by one of the nation’s largest manufacturers aiming to become carbon neutral in its facilities by 2035
THE RESULTS
66,260,190
Total Viewership
$17,450,320
Ad Value
AT ISSUE
VOLKSWAGEN INTRODUCES THE NEW SCOUT BRAND
WITH PLANS TO ROLL OUT THE BROADEST ELECTRIFIED PORTFOLIO IN NORTH AMERICA – Expansion of the Chattanooga Manufacturing Plant
-Scott Keogh Named President & CEO Scout – a New Independent Company-
The Volkswagen Board of Directors held their quarterly meeting at the brand new Volkswagen Vehicle Assembly Plant in Chattanooga, Tennessee to also witness the first series of production ID.4 all electric long-range SUVs come off the assembly line.
Bader was tasked with covering the board of directors meeting and announcements at the plant to then produce a series of national TV news feeds, social media edits and a branded content network news style story which aired on more than 60 local TV channels.
THE STORY
The ID.4 is Volkswagen’s first all-electric SUV and the brand’s first global EV. Built on Volkswagen’s MEB electric vehicle architecture, the modular electric drive matrix marries the strengths of a purpose-built EV with performance, packaging and value, features that have marked the brand for decades. The ID.4 is currently produced in Germany and China; and now comes off the line, assembled in the United States.
The big news to come from the Board of Directors meeting was the announcement that Volkswagen is creating a separate electric automotive company called Scout.
Building on the EV momentum, the global Volkswagen Group plans to roll out the broadest electrified portfolio in the North American market. By the decade’s end, Volkswagen Group brands aim to offer more than 25 Battery Electric Vehicles models to American consumers.
THE RESULTS
45,335,360
Total Viewership
$105,365,240
Ad Value
AT ISSUE
The brand-new Heineken® ‘When You Drive, Never Drink’ campaign addresses the common issue of overconfidence when drinking alcohol. Research revealed that 81% of people become overconfident when they drink and believe that they are a better driver than they are.
Some of the greatest drivers are from the world of F1® and W Series, and it’s at the exact moment when you feel you are one of them, that you should not drive, and should find an alternative way to get home.
Heineken® tackles the serious topic of responsible drinking in an engaging and entertaining way, with the help of a couple of familiar faces from the world of F1® and W Series: McLaren Racing Driver Daniel Ricciardo, Oracle Red Bull Racing Driver Sergio Perez and W Series Ambassador and racing driver, Naomi Schiff.
THE STORY
Bader assigned a video news team to cover F! Race weekend in Miami – In the campaign, stars from the world of racing appear to be enjoying a fun night out with their friends, creatively bringing to life how after a couple of drinks you may believe you are a great driver – just like the professionals. However, at the end of the night the characters revert back to their normal selves and are shown making the right choice – to not drive and instead get into a taxi.
A social first campaign, using innovative deepfake technology, these assets will launch globally through digital across the Miami racing weekend with an objective to reach 1 billion people with this important responsibility message.
To support the launch and to encourage people to make the right choice by getting a safe ride home during race weekend, Heineken® also encourages F1® fans to get safe rides all weekend across the United States by offering discount code ‘GREATRIDES through Uber. The promotion will run Thursday, May 5 through Sunday, May 8.
THE RESULTS
95,370,440
Total Viewership
$65,287,480
Ad Value
