ABC TV

Make people feel good about watching more TV

ABC’s impossible problem

Make watching more ABC TV acceptable, even desirable.

Brand passion

Belief that ABC is the better option than other viewing choices. The competition is other viewing, not just other channels.

Our big idea

In a share stealing game, don’t hold back. Attack the opposition, but with a smile that makes it OK to love the ABC brand and get back to the TV.

Results

Increased TV viewership that bucked the trend.

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