For its debut at the 2016 Interactive Advertising Bureau's Annual Digital Content NewFronts, CNN engaged Sub Rosa to showcase Great Big Story, a “new mobile and social-first video network for the intellectually curious.” Sub Rosa brought Great Big Story’s dedication to the art of storytelling to life in a compelling way, growing brand awareness and meaningfully engaging the audience.
The primary challenge at a pivotal moment was to convey Great Big Story’s unique proposition, storytelling capabilities, and ability to reach target audiences, while simultaneously communicating the relationship of the platform to the larger CNN ecosystem to clients and media.
Following an accelerated immersion process to thoroughly understand the context, aspirations, and constraints at play, Sub Rosa proposed a creative solution inspired by the iconic spirit of great storytelling: the campfire. The “Great Big Story Campfire Theater” provided an urban campsite consisting of four unique storytelling circles, each showcasing Great Big Story video content via multiple LCD screens configured as a digital fire pit. The experience balanced classic camp symbolism with modern design and technology which succeeded in its intention to draw interest, retain attention, and spur a sense of gathering in the right place to hear and exchange the big stories of the day.
The GBS NewFronts experience quickly reached and maintained maximum capacity. Sub Rosa monitored engagement during the event, providing Great Big Story with insights about the content and offerings the guests, potential partners and media, found most captivating, including average engaged attendance, dwell time and participant sentiment.