Showcase Marketing Overview

1

2

LAUNCH STRATEGIES

Marketing Strategies

• Create a campaign with a big-event feel that has mass appeal and drives awareness & tune-in

• Position Helix as television’s not-to-miss winter series

• Build high-level excitement amongst viewers with sampling opportunities and unique executions

• Capitalize on the Ronald D. Moore producer credit

• Build a massive social presence, creating conversation and buzz

Target Audience

• A25-54 who enjoy sci-fi and character driven dramas (including existing Showcase fans)

• Friday night TV landscape

3

Key Selling Points

Potential Crossover Audience

High octane thriller where

nothing is as it seems

Thrilling Sci-Fi Drama with Twists

Characters – multilayered with various motives and backgrounds

Executive producer credits – Ron Moore is a big hook

Setting – Mysterious place in the Arctic

Thrilling | Mysterious | Dangerously-Eerie | Character Driven

Attributes

CREATIVE POSITIONING

The Sell

Tagline The Truth Will Spread&

Play God. Pay The Price

4

LAUNCH TACTICS

On-Air

• Three phases of launch promos including tease, launch phase 1 and launch phase 2. On-air 12 weeks out from launch.

• 5 day countdown bumpers, each with a unique execution to tease and create intrigue around the series

• 5 day countdown custom marketing bug illustrating the spread of the virus in content

• Cross-promotion across all Shaw Media broadcast properties including targeted placement in Almost Human, Dracula and Sleepy Hollow

• “Creatures and Outbreaks” movie programming stunt the week of launch where a two-minute sneak preview of Helix was shown during commercial breaks

• Episodic support through run of series

5

HELIX LAUNCH TACTICS cont.

Off-Air

• Out of home full motion digital boards and static digital boards showcasing the spread of the virus

• Cinema• In-game video ads• IPG

Partnerships• Helix promos featured in 15 Sony stores across Canada• Fan-Expo Canada, Canada’s biggest and North America’s 3rd largest pop-culture event, issued

an e-blast day-of-launch reaching target sci-fi audience

• Radio domination day-of-launch• Online and mobile pre-roll• Banner ads• US ad avails• Leverage internal Shaw Media bank assets

including invoice ads

SOCIAL MEDIA

TACTI CS

STRATEGI ES

NOV DEC J AN - Pr emi er e ROS

Create Conversation& tap into key

influencers

Build Momentum Countdown! Keep Conversation Alive

• Exclusive images• Exclusive sneak

preview • Cast interviews

• Tracking marketing stunt

• First look at episodics

• Image recap of each day at Arctic

base

• Extended trailers

• Creator interviews

• Extended teaser • First look images

• Premiere date

Create mystery & intrigue around the new series, Helix

Drive conversation and engagement with unique images generated through Sony provided materials

Position Helix as a top-caliber series through slick and consistent creative across all campaign elements

OBJECTIVES

7

SPECIAL EXECUTIONOverview• Teams of scientists dressed in hazmat suits handed out Helix branded hand

sanitizer in downtown Toronto and spread the word that “the truth will spread Friday at 10 on Showcase”

• Timing – January 9th and 10th leading up to the Helix premiere

• Unique opportunity to speak to off-channel audience and reach a broader audience base

Results• 30,000 impressions

• 20,000 interactions

• 24,000 branded hand sanitizers distributed

• Public expressed enthusiasm and interest for Helix

8

HELIX RESULTS

• #1 entertainment program of the night for weeks 1 & 2!

• Ranked as the #1 Specialty program against Adults 25-54 and Women 25-54

• Exceeded projections by 143% across key Adult, Women and Male demos

• #Helix trended in Canada within the first 13 minutes of the series premiere

• High +7 PVR data showing an increase over 50%

The infection is spreading!