Dave Channel Identity
- Client: UKTV
- Type:
- Service: Multi-Platform Identity
UKTV had a problem with UKTVG2. A channel for 16-44 men that was hard to pronounce and even harder to remember, it had brand awareness of only 2%. Despite great programming it simply wasn’t connecting with viewers. Major surgery was urgently required.
The Challenge
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 Solution
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.
The Result
- Weekly reach increased by 67% among target
- 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%
