In order for NBC to compete as a top-tier comedy brand we had to go beyond show promotion. We created Comedy Starts Here: A genre-specific brand strategy that connected decades of world class comedy to NBC’s current lineup.

The campaign launched at San Diego Comic-Con, where we built an immersive experience for fans of Brooklyn Nine-Nine. It also rolled out as a 360 campaign across digital and OOH. It also led to a Peacock comedy campaign, which reinforced our broader Comedy Starts Here message.