ABC scheduled three Shonda Rhimes’ series in a row knowing that line up would get noticed but it also added pressure to deliver an entire night of big ratings. Our assignment: Showcase Grey’s Anatomy, Scandal and newcomer How to Get Away with Murder in a campaign that promotes a night of can’t-miss, binge-worthy television that will get people talking and saying, “Thank God its Thursday” or #TGIT.
L U S S I E R’s approach was conversational, fun and decidedly different. The message was simple: These are your kind of shows so stay home and make a night of it. Watch it all, watch it live and tweet about it… or miss out.
ABC – “BAD ASS WOMEN OF TGIT” 1:44
ABC – “TGIT OMG WINTER FINALE” – :30
ABC – “AWESOME” :60
ABC – “DISCLAIMER” :30
ABC – “COMBO” :30
ABC – “WITHDRAWL” 1:39
The results were astounding! Not only did How to Get Away with Murder become the highest rated new drama of the season, it became the #1 broadcast network drama, period. All three series dominated their Thursday night time-slots. They trended on social media for the night, as well. T.G.I.T. is a juggernaut!