UKTV is a multi-channel broadcaster and one of UK's largest television companies.
GOLD, the comedy channel operated by the network, had issues growing its audience, not able to connect with a new and younger demographic, as the channel was perceived as a bit old fashion, thought to show only repeats of old stuff like 'Only Fools and Horses'.
We helped reposition the channel as the home of great quality comedy with a new line, a new radio campaign and a completely new press art direction.
The campaign was very well received, with viewing share up 8% since launch in 2015.
Our first approach to changing the perception of the channel was to create a new brand line '24 Carat Comedy', instantly changing GOLD into a seal of quality.
NEW PRESS ART DIRECTION
Then we created a press campaign that focused on the iconic catchphrases that instantly take fans back to memories of their favourite shows. Wrapped up in an iconic art direction that would become instantly recognisable as GOLD.
When it came to GOLD original content we created headlines that hooked the audience, usually without even seeing the content of what we were promoting, but we had fun anyway.
Agency Joint London
ECD Damon Collins
Creative Leads Darren Simpson + Enrique Reija