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Transform Awards 2011 - greatest likely business impact of a rebrand |
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Friday, 08 April 2011 12:43 |
Greatest likely business impact of a rebrand
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Gold
UKTV |
Silver
Rovi |
Bronze
Lombard |
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UKTV is Britain’s biggest multichannel broadcaster after Sky. Despite broadcasting some of the most popular programmes available, its ten channels were struggling to keep up viewer rates due to tough competition and weak brand saliency. Research showed that its traditional channel structure was no longer relevant. So UKTV set out on the most ambitious rebrand in broadcasting history, rebranding ten channels in less than two years.
In order to tackle the declining viewing share and increase revenue, UKTV created ten unique and visually striking channel brands that would attract viewers as well as advertisers and platform operators. To truly have an impact, UKTV ensured it elicited the best brand proposition through internal brainstorms, detailed audience segmentation and further development in research groups. The new multichannel structure and rebranded channels have seen radical changes for the company. Viewing shares across the whole network have increased by 23%, representing an increase of 43% in monthly reach. Revenue surpassed the initial target of 10% and the average spontaneous brand awareness has trebled compared to pre-rebrand. The rebrand has already amassed 27 awards for UKTV. |
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