steve mendonça
creative director
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Peacock

In 2020, NBCUniversal was finally going to enter the streaming wars by consolidating the content from all of their various networks under one roof. 

They knew they were very late to the game and would have to find ways of standing out both marketing wise and offering wise. 

I was brought into the fold during the very initial development to help codify the service’s brand strategy, look and feel, tone of voice, design and UX.

The Grammy’s would be the first big stage where our star would be born.

Teasers were put out prior to the big event.

Who better to send out a launch tweet? He was quickly fired from the social media team.

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What exactly is Peacock?

What exactly is Peacock?

To really, really emphasize that Peacock was free, every instance someone in their gigantic content library said the word “free” was found and set to some classical music. The result? Freethoven.

Focusing on the Free messaging proved to be invaluable, as ~90% of streaming activity in the first weeks post launch came from the Free tier.

After the first few months, sign-ups had increased from 10 million in July to over 26 million in December.

Once established, promos teasing all of the Peacock Originals that were about to launch.

Promax BDA North America – 2021 - Gold - Brand Image Promo - Peacock

Effies –2021 - Bronze - New Brand Launch - Peacock

Clio Entertainment – 2021 - Bronze - Television/Streaming: Spot/Promo – Peacock Freethoven

Clio Entertainment – 2021 – Bronze – Television/Streaming: Video Promo Mixed Campaign – Freeverse Launch

Clio Entertainment – 2021 – Shortlist – Television/Streaming: Spot/Promo – Peacock Sports