The channel UKTVG2 was virtually invisible. People didn't understand the name and spontaneous awareness was less than 2% and the channel had the highest misattribution of any of the ten UKTV channels.
A brand new name, a new positioning “the home of witty banter” based on consumer insight and a unique identity he first of a ten channel network re-brand, based on detailed consumer research and insight. “The home of witty banter” was born.
IPA gold winner 2008.
67% uplift in reach (Source: BARB)
71% uplift in pay TV (Source: BARB)
£4.5m additional profit in 6 months (or £3 return for every £1 invested in marketing)