The Challenge

To re-position BBC Three as a multi-platform entertainment hub for 16-34s. This audience is young and media aware, wanting to watch their programming at a time and place that suits them.

The Solution

Working closely with the channel’s marketing team we defined brand strategy, personality and tone of voice. The new look or “Threeworld” captures the maverick spirit of the brand -- a bizarre landscape of weird places and quirky characters. The aim was to create a seamless experience across TV, internet and mobile with exotic and surprising channel idents. A range of user generated options were also produced.

The Result

• Within three months of rebrand BBC Three was the fastest growing channel amongst 16-34 year olds in digital homes
• Gained a share of 4% amongst 16-34 year olds, with year-on-year growth of 27%
• Channel now reaches 4m on a weekly basis, 16% year-on-year rise
• First mainstream channel to pioneer viewer created content