CBBC - TV identity

Background
In the UK, children now have 26 dedicated TV channels, mobile, internet, mp3 players and a myriad of other ways to consume and create content.

Challenge
The challenge was to get this notoriously fickle and hard to please audience to develop a deeper relationship with CBBC and become brand advocates.

Solution
Our insight was that children crave 'social currency' - things to talk about and bond over. CBBC could take on this role through its proposition 'ignite a response in children that's infectious'. Central to our new idea was the notion of a modular identity where the letters in the channel name become interchangeable on-air and can be downloaded, anipulated and shared by the audience. The idents constantly evolve - they can be content, time or character specific (e.g. Shaun the Sheep).

Outcome
The re-brand has led to increase in weekly reach by 12%. Visits to the website have increased by 23%. CBBC now tops the popularity charts. Where previously it was 5th, CBBC is now in front of Disney, Nickeoleon, Cartoon Network and Boomerang.

Category:

Film & Animation

Tags:

• 00
• CBBC
• Montage