AXN was stereotyped as an action channel despite its diverse gamut of shows ranging from Dexter, Hannibal, Sherlock, Ray Donovan & Supernatural. The challenge was to generate awareness about the positioning of AXN as Live R.E.D (Reality, Entertainment, and Drama), build engagement on Social Media and introduce the new awaited show - Billions.
We focused on two major audience segments, the hardcore english cluster viewers and the newbies who follow limited shows basis word of mouth recommendation. Reality, Entertainment and Drama are not genres, they’re experiences. And they need to be FELT, to be understood. Our strategy was to make users experience the thrill, the adrenaline rush and the Mind Rush! We created a persona called R.E.D. who took over our Twitter and Facebook pages in the middle of activities that centered around Billions and started random conversations with our twitteratis. He teased our Twitter fans for three days, with R.E.D. conducting activities like #WhoIsRED and #REDRules. On the day of the Billions premiere, R.E.D. promised to reveal the secret! He asked people to tweet with #LiveRED and #BillionsOnAXN for his identity. With every incoming tweet, it unvieled the new AXN Live R.E.D. logo pixel by pixel and the launch promo on the website making it India's First User Powered Channel Relaunch in the English cluster.