The brief was to create an upmarket-feeling brand to house UKTV content that would get women talking. We created the identity 'Really' that expresses the loud-mouthed brand and re-invigorates the lifestyle genre.

THE SOLUTION:

We wanted the brand to feel inspirational, and give viewers permission to watch and enjoy. The channel’s competition would be channels with shocking and absorbing real life shows - but we wanted this channel to have lots of its own personality to frame the content.

The name ‘Really’ tested well in research because it captured a sense of interaction between women. It was also versatile enough as a word to convey incredulity, exclamation and affirmation – which means that it works well across the various types of content on the channel.

THE RESULT:

Within 4 weeks of launch on the free-to-air provider Freeview, the channel’s audience grew by 760%. After 2 weeks, 25% of the target market was aware of the Really channel launch. Over 50% of survey respondents had sampled the channel and 35% had already talked about it.