Coral TV Design & Branding BIG SATURDAY by Dave

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BIG SATURDAY

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United Kingdom
Agency Dave
Creative Director Robbie Laughton
Released April 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: GALA CORAL GROUP
Product/Service: CORAL TV - BIG SATURDAY
Agency: DAVE
Date of First Appearance: Apr 16 2010
Entrant Company: DAVE, London, UNITED KINGDOM
Creative Director: Robbie Laughton (Dave)
Senior Producer: Jo Mulvihill (Dave)
Junior Designer: Julia Lowe (Dave)
Senior Designer: Paul Shreiver (Dave)
Media placement: Visual Identity - Coral Shops - August 2010
Media placement: Stings And Idents - Coral Shops - August 2010

Describe the brief from the client
We were asked by Coral, the third biggest player in the UK betting shop market, to create a new in-store TV channel that would act as a point of strategic difference from its competitors. Having done this, we were then asked to create a flagship programme for their Saturday morning schedule - Big Saturday - which targets their core demographic, helping to drive footfall and dwell time in store.

Describe the challenges and key objectives
An increasingly commoditised offer meant the market was ripe for a new wave of innovation. Not just a lick of paint and some new carpet tiles, but a revolution in customer experience that puts punters right in the middle of the action, drives sales and footfall, and raises the level of offer across the entire category.

Working to extremely tight deadlines, our brief was to create a unique channel brand that sits comfortably alongside leading mainstream broadcasters such as Sky Sports and the BBC, but brings a new tone and buzz that is distinct and unique to Coral.

Describe how you arrived at the final design
Using high profile pundits from the world of sport, Dave created a gripping high-energy visual identity and unique tone of voice that elevates the Coral experience in-store, and quickly delivered it across a vast array of stings, idents and other visual assets to support the launch of the new brand.

As well as the core brand idenity we also created a distinct look and tone of voice for each of the major sports that Coral features. All the time ensuring that coverage and screen content is clearly referenced back both audibly and visibly to the parent brand.

Give some indication of how successful the outcome was in the market
Early responses to the work have been very positive with Big Saturday acting as a flagship platform for Coral TV. This work is instrumental in improving the Coral experience for existing customers, and is helping to attract new ones away from their rivals.

It also puts Coral into a unique position amongst its competitors, allowing them to easily move into bespoke online and mobile content - integrating online and offline channels to create a seamless brand experience that sets the standard in the UK gaming market.