Before UKTV Gold 2 contacted RedBee, it
was struggling to gain any viewers. This was largely due to their weak branding
and marketing. Looking at their past idents, it is clear not much effort or
thought was put in to it. One of them is a man exercising whilst pressing channel
hopping. Masculine? Yeah. Boring? Very. And it probably gave their viewers
subliminal messages to switch over. Watch said ident here. In short, their idents did not stand out
and they were not representative of the channel.
Targeted at men aged 16-44, with sharp comedy to boot, RedBee came up with an ingenious idea. It led to what was perhaps the most successful rebranding ever. RedBee saw that all the shows shown on the channel had a common link, comedy and intelligence, and their ambition was to become “the number one channel outside the major network for 16-44 year old men.” They changed the channel name to Dave, because “everyone’s got a mate called Dave”, making it the only channel to be named after a first name. The idents themselves were injected with more personality. Dave was keen to emphasise itself as the ‘home of witty banter’ and its idents transformed to reflect this. Dave’s idents are either set in what looks like a Victorian Gentlemens Club with surrealist qualities, or they depict snowball fights and Cowboys and Indians, nostalgic for the target audience of men. It reminds us that this is a place for adults who love to laugh and mindless fun. The message was clear, and the production values high. This amazing transformation proves that branding is an incredibly important aspect for TV channels. The shows stayed the same, and only the branding was changed. There was a 71% increase in share of viewing, a 17% uplift in average minutes watched AND OVER 8 MILLION NEW VIEWERS! It wasn’t just the viewing figures that increased, advertising revenues did too. From this re-name and re-branding Dave achieved a £4.5 million addition profit in just 6 months.
Targeted at men aged 16-44, with sharp comedy to boot, RedBee came up with an ingenious idea. It led to what was perhaps the most successful rebranding ever. RedBee saw that all the shows shown on the channel had a common link, comedy and intelligence, and their ambition was to become “the number one channel outside the major network for 16-44 year old men.” They changed the channel name to Dave, because “everyone’s got a mate called Dave”, making it the only channel to be named after a first name. The idents themselves were injected with more personality. Dave was keen to emphasise itself as the ‘home of witty banter’ and its idents transformed to reflect this. Dave’s idents are either set in what looks like a Victorian Gentlemens Club with surrealist qualities, or they depict snowball fights and Cowboys and Indians, nostalgic for the target audience of men. It reminds us that this is a place for adults who love to laugh and mindless fun. The message was clear, and the production values high. This amazing transformation proves that branding is an incredibly important aspect for TV channels. The shows stayed the same, and only the branding was changed. There was a 71% increase in share of viewing, a 17% uplift in average minutes watched AND OVER 8 MILLION NEW VIEWERS! It wasn’t just the viewing figures that increased, advertising revenues did too. From this re-name and re-branding Dave achieved a £4.5 million addition profit in just 6 months.
Dave is the poster channel for showing just how imperative
good branding is. = more viewers = more
money.
http://www.itvmedia.co.uk/advertise/why-choose-itv
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