Itv: Itv2 Idents

Credits & Description:

Title: Itv2 Idents
Agency: Itv Creative
Brand: Itv
Country: United Kingdom
Advertising Agency: Itv Creative, London
Entrant Company: Itv Creative, London
Media Agency: Itv Creative, London
Pr Agency: Itv Creative, London
Production Company: Itv Creative, London
Additional Company: Itv Creative, London
Design Agency: Itv Creative, London
Producer: Dawn Christy (Itv)
Head Of Marketing: Will Worsdell (Itv)
Marketing Manager: Joss Patterson (Itv)
Campaign Manager: Heena Jivan (Itv)
Creative: Man Vs Machine (Manvsmachine)
Head Of Campaign Production: Katie Carew (Itv)
Director: Tony Pipes (Itv)
Executive Creative Director: Tony Pipes (Ecd) (Itv)
Execution:
Rather than delivering a pre-packaged set of idents, we developed an automated modular play-out system that assembles idents on the fly. Like a digital tombola, the system randomly sequences snippets from the bespoke ITV2 branded ’scenes’. This results in over 300,000 ident iterations, or to put it another way, you would have to stay tuned-in for 36 years to enjoy every possible combination.
Strategy:
We refreshed ITV2 to reaffirm its positioning as a young, fresh and modern media brand targeted squarely at 16-34s. We set out to establish ourselves as the cheeky younger sibling of ITV and home of outrageously entertaining content. This called for a new look and feel that delivered against a new set of brand principles and the creation of new behaviours, language and tone of voice.
Synopsis:
ITV
with a new tone and personality of “Outrageous Entertainment”, wanted a new look and a new promotional model, that was more flexible, fun and dynamic, always updating to reflect the viewing habits of the target audience.
Outcome:
Since the refresh in August 2015, we have seen ITV2's share of 16-34s rise YoY. Research on the new branding has yielded positive results, particularly amongst 16-34s with respondents citing that it is "more modern" and "more accessible to younger viewers" (Source: YouGov Aug 2015).
Campaign Description:
ITV Creative partnered with ManvsMachine on a branding ‘upgrade’ for ITV
the network’s entertainment channel aimed at 16-34s. ITV2 is positioned as a young, fresh and modern media brand and this new promotional style mirrors online behaviours wit a fun, fresh, on-air look & feel and a new approach to social. The brand refresh encompassed an update to on-screen presentation, junction flow and idents, alongside the introduction of bite-sized promos, and a re-boot of the channel’s social feeds, spanning YouTube, Facebook, Twitter, Instagram, SnapChat and Tumblr.