UKTV
DRAMA BRAND LAUNCH
Senior Creative & Director
To remind audiences that the Drama Channel is the home of recognisable
talent and quality drama programmes.
THE WORK
TV audiences negatively perceived the Drama channel, often associating it with low-quality shows. To change this perception, we enlisted the help of Drama royalty, Charles Dance.
We launched the launch film on our competitors' channel around their drama offerings, which, yes, was cheeky. It boosted the brand's awareness and ratings.
Further support came from a clip-based trailer and out-of-home advertising.
TV audiences negatively perceived the Drama channel, often associating it with low-quality shows. To change this perception, we enlisted the help of Drama royalty, Charles Dance.
We launched the launch film on our competitors' channel around their drama offerings, which, yes, was cheeky. It boosted the brand's awareness and ratings.
Further support came from a clip-based trailer and out-of-home advertising.
Charles Dance + Premium-looking Shows + Emotive Music + My Copy = Solid TV Ad
This was supported by OOH that showcased key themes on the channel
Then, it was rounded off with a clip-based trailer highlighting all the great things on Drama