THE QUIBI ON QUIBI
A BRANDSPANKN' DAILY ESSENTIAL
FEBRUARY 18, 2020 LOS ANGELES, CA
THINK PORTAL WINDOW NOT PORTRAIT MODE .
THE GENIUS STRATEGY THAT ENSURES QUIBI IS NEVER SEEN AS JUST A STREAMING OPTION BUT RATHER A SOCIAL NECESSITY.
This Daily Essential is dedicated to CNBC writer @Sherman4949 and all your journalist buddies echoing the headline “Quibi’s biggest challenge is convincing consumers that they need ANOTHER streaming service.” You're wrong and you might be showing your age.
On April 6th the next generation of “content freedom and creativity" will go live. I’ll raise a glass with friends to another amazing year around the sun and you’ll be rethinking your previous headlines. My bet is you land on something like: “The streaming giants are scrambling to convince Quibi subscribers why they still matter”.
Quibi’s real challenge is establishing their brand as a lifestyle statement. Rather than convincing consumers to add a new streaming service, they are on a mission to make Quibi synonymous with…well, having a life. They’re wasting no time promoting the idea that Quibi members are individuals who are “always on”, #ltbl (living their best life), hustling, exploring and changing the world. Quibi members simply don’t have time to sink 30 to 60 minutes into a show, at least not during the day (7am - 7pm) when life happens. Which means anyone who’s not on Quibi is…well, the exact opposite. #notagogetter #whatdotheydoallday #nothustling #notintheknow #old
This genius strategy ensures that Quibi is never seen as just another streaming “option” but rather a “lifestyle necessity” that reflects their members’ daily lives….(or at least their aspirational one.) It creates a platform so crucial to maintaining one’s social reputation that Quibi becomes a must-have product; removing the need to hard-sell consumers on joining. It’s an ambitious move, but if successful, the "line in the sand" identifying like-minded personalities for future hires and friendships just might be a Quibi membership.
So, to you @Sherman4949, rethink your headline because Millennials’ next lifestyle decision won't be "Should I get Quibi" but rather "Who do I cut now that I have Quibi."
BRAND EPISODE CONNECTION
CELEBRATE THE BIG MOMENTS, HERE.
Video footage of spectacular Airbnb homes with millennial aged friends celebrating the big moments, “like a birthday”. Your life isn’t ordinary so why celebrate like it is. Celebrate here or here or here or here. Options are out there.
Portrait Mode highlights key features of the moments and brings the Airbnb app into the viewers hand for a quick “book” shot.
Part of a bigger ad buy that has various locations and celebrations. Birthday placement was tied to this Daily Essential due to the call out of the Host’s upcoming birthday.