Best Channel Marketing Shortlisted
E4 Two E4 campaigns stood out this year: a series of what one judge called “beautiful” ads for Noel Fielding’s Luxury Comedy and Misfits’ takeover of Westfield Shopping Centre. “There’s a tone and a consistency that makes for a powerful brand,” our judges said.
FX In the year that FX moved up the EPG, judges praised its strong identity and inescapable poster campaigns, noting in particular that it deftly uses its top on-screen talent to own its shows, which include True Blood, The Walking Dead and Dexter.
History Three different series – The Kennedys, Mud Men and American Pickers – received eye- catching and bespoke treatments in a bid to emphasise History’s range, authority and humour. Mud Men’s double act of Johnny Vaughan and Steve Brooker in particular brought fun to the channel and, in the words of one judge, “made you sit up and take notice”.
Discovery Channel
embarked on a major brand refresh. Every bit of activity in the past year went into reaching out to this archetype – a time-pressed individual who is often third in line behind his children and partner when it comes to deciding what to watch on TV. Above all, Discovery identified a need to excite him about a schedule of action-packed programmes he could live through vicariously. Leading on its UK commissions, a
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central part of Discovery’s campaign was the celebrity-led Alone In The Wild, which enjoyed lot of PR exposure, including social media use by its protagonists as their adventures aired and opportunities to meet the cast, including Freddie Flintoff (pic- tured), James Cracknell and Bear Grylls. This in particular impressed our
judges. “Discovery’s using the talent to get it into the press and to become opin- ion-forming,” said one. “Supporting this with striking, bold poster campaigns puts it even further in the public eye.”
www.broadcastnow.co.uk
ho is ‘Discovery Man’? That’s the question the channel started out with as it
Alongside this were topical and high-
profile quick-turnaround commissions, including MegaQuake: Hour That Shook Japan, Steve Jobs: iGenius and Inside The Concordia. Underpinning all this was a new look for the channel, using the D from Dis-
‘The channel is using the talent to get it into the press and to become
opinion-forming’ Awards judges
covery, the introduction of D-branded “moments of discovery” and an over- haul of its website. The strategy appears to be paying off.
In a static pay-TV market, Discovery Channel recorded 13% year-on-year growth in share of viewing among both adults and ABC1 men, and its weekly reach grew by 8%. Men appeared to have persuaded their partners of its merits too: Discovery had a 13% year- on-year increase in co-viewing.
22 June 2012 | Broadcast Digital Awards | 7
More 4 To support More 4’s shift towards an ABC1 female-targeted mix of lifestyle and features content, it underwent a major rebrand that echoed the original Channel 4 logo in its colours, but with a homemade, craft feel, with multiple triangles that flip, fold, attract and repel each other. Within three months, 2.4 million new viewers came to the channel.
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