CNBC was faced with the challenge of producing, filming, and promoting a webcast series for The Department of International Trade in less than two weeks. In order to meet the challenge, they enlisted the help of Hub and our sister company, Bombora to handle the logistics and creative output.
Hub worked closely with the CNBC to deliver content, whilst Bombora would support the CNBC studio team in capturing interviews for the show, extending their capabilities and ability to accommodate the needs of the client in such a short turn-around.
The brief included:
- A branding identity pack, containing both still and moving graphics to use in promotional materials and studio branding
- Animated graphics to use in the webcast and promotional materials, including a title sequence, lower thirds, clean-branded clips for easy repurposing and a 15-second commercial for broadcast
- Two scene-setter animations that would give context to the webcasts and introduce the themes and ideas raised in each episode
- Both offline and online editing for all webcast outputs, including both 30+ min episodes, sectionals, highlights cutdowns, social vignettes, and talking head breakout
Hub immediately started by doing a deep dive of research into the Department of International Trade, truly understanding their goals, tone, and messaging. It was imperative, given the condensed time-frame, that we understood the client’s needs as the opportunity for deliberation and feedback was limited.
Based on this research, Hub’s copywriters wrote up a series of scripts and article outlines which the client could quickly sense-check and amend. Whilst in tandem, Hub’s creative team produced short animated clips to exemplify the illustrative brand proposition. This two-pronged approach meant that both the visuals and the messaging could be refined and perfected without delay.
We also supported the CNBC strategy team in researching and securing panel guests for the show, ensuring they were a good fit for affiliation with the client and met the editorial need.
Before the shoot, we created a briefing pack – a bible of all information that the host, all guests and people working behind the scenes could refer to for anything they needed to know. This included:
- An overview of the themes and topics of the webcasts
- Research and further reading into the episode topic
- A guide to the episode structure
- A discussion guide for the episode (questions to be asked and bulleted responses)
- Biographies for all speakers
- Further technical support for remote guests for how to attend the virtual interview and best practice for framing your shot
The final stage was the filming, which took place both in the CNBC studio in London and remotely for guests, and editing, which had an immensely short turnaround. Within 12 hours, both episodes were filmed and all highlights and cutdown edits were finalised.
CNBC sang Hub’s praises, thanking them for stepping in to extend the capabilities and reach of the team and responding to a challenging brief in a short period of time.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”