Simon Crabtree
Creative Direction
Content, Strategy, Identity, Directing, Art Direction
Dave
Channel launch
2nd Unit Director
A case study in best practice brand building: strategic positioning, naming and brand creation for a men's TV channel in the UK.
Despite great programming, UKTVG2's ratings were poor. A channel for 16-44 men
with brand awareness of just 2%, it needed a major work over and a clear and
desirable point of difference.
The programmes were the key; intelligent, irreverent genuine humour which led to the strapline "The home of witty banter". Dave was chosen as the channel name to give an accessible feel that people can relate to, a completely original idea. A range of channel idents were created along with a multi-media launch campaign.
Despite great programming, UKTVG2's ratings were poor. A channel for 16-44 men
with brand awareness of just 2%, it needed a major work over and a clear and
desirable point of difference.
The programmes were the key; intelligent, irreverent genuine humour which led to the strapline "The home of witty banter". Dave was chosen as the channel name to give an accessible feel that people can relate to, a completely original idea. A range of channel idents were created along with a multi-media launch campaign.
Dave flock wallpaper and 'family portraits' for talent in the outdoor work reinforced the notion of Dave as a physical place - the home of witty banter.
Weekly reach increased by 67% among target audience
- Spontaneous awareness increased to 32%, higher than More 4, BBC 4, ITV3, MTV
1 and Bravo
- Average minutes watched on channel in Pay TV increased by 17% to 34.8 mins
- The channel's top 20 programmes average audience increased by 51%