Tuesday, August 9th, 2011
CBS Action is airing Star Trek: The Next Generation in the UK this summer, and wanted to let fans know that they are *the* home of TNG in the UK. London’s Studio Hansa created a campaign that spoke directly to the show’s core audience, and gave a 20+ year-old franchise a bold new look. Here’s how they did it, and what you can do to reach super-fans.
1. Don’t make fun.
Star Trek‘s ardent fans have been the butt of TV and movie jokes for years. To many of them, the word “Trekkie” is derogatory. This campaign avoids the “T-word” altogether, and all other cliches associated with Star Trek loyalists. If this billboard featured a line of convention-goers in Spock ears, the general non-Star Trek-watching public may have gotten a laugh, but would fans tune in?