OVERVIEW: The Osbourne’s TV show premiered on MTV in 2001 as a vehicle to spotlight the family’s (Ozzy, Sharon, Jack & Kelly) unique lifestyle and as a re-branding opportunity for Ozzy. The show was an instant hit around the world and was a groundbreaking television experience that propelled the concept of reality TV as an innovative new format. With the family’s success came unique challenges of how best to harness their newfound stardom into long term careers. In regards to Ozzy, the challenge was to maintain his image as the ‘Prince of Darkness’ and founding member of Black Sabbath while exposing his home life as a lovable, caring family man - all without alienating his long-term fans or new fans. This project had many components in varying areas including music, television, books, and product placement.
STRATEGY: Based on the Ozzy’s iconic status in music and the show’s mass popularity, we decided to focus on high visibility media and branding targets only. It was a well played strategy as the results far surpassed expectations and feed into the desired end result of establishing the Osbourne’s - Ozzy, Sharon, Jack and Kelly into international superstars and pop icons.
RESULTS - Here are the highlights:
For the Osbourne’s: