VIRGIN 1 RE-BRAND by Red Bee Media for Virgin Media

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VIRGIN 1 RE-BRAND

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Red Bee Media
Executive Creative Director Charlie Mawer
Creative Director Jane Fielder
Producer Louise Braham, Lisa Kelsey
Released June 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: VIRGIN MEDIA
Product/Service: VIRGIN 1
Agency: RED BEE MEDIA
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: RED BEE MEDIA, London, UNITED KINGDOM
Creative Director: Jane Fielder (Red Bee Media)
Senior Account Director: Ursula Capell-Helm (Red Bee Media)
Executive Creative Director: Charlie Mawer (Red Bee Media)
Design Director: Mark Waters (Red Bee Media)
Producer: Lisa Kelsey (Red Bee Media)
Producer: Louise Braham (Red Bee Media)
Head of Design: Jo Kheir (Virgin Media TV)
Media placement: TV, idents, stings, OSP - Virgin Media TV Network - June 2009

Describe the challenges and key objectives

INTRODUCE 'VIRGIN-NESS' TO VIRGIN 1 - BY CREATING A 'CHANNEL HOST' TO ACT AS A FOCUS AND A CONDUIT FOR IT. We needed to harness a Virgin tone of voice, attention to detail, and spirit. And so after much deliberation and final casting sessions, Red was born. Critically Red has been key tool for developing Virgin 1 for multiplatform era, giving channel a strong branding device for use with everything from imported American talent, to stunts at festivals like V, where 10,000 mini Reds parachuted in to the delight of the music fans!

Describe the brief from the client

Virgin1 had a strong name, a good EPG position and a good collection of shows. But it wasn't a brand many people were considering. Working with the Virgin team, we set about to give the channel some personality and got it articulating what the Virgin brand stands for. TO INCREASE BRAND RANKING AND VIEWING FIGURES BY INCREASING PREFERENCE AND LOYALTY FOR THE VIRGIN 1 CHANNEL.

Describe how you arrived at the final design
There was no one personality attached to the brand who had everything viewers wanted. We created one, literally, out of wool. He was to be called 'Red,' and his job would be, through his presence and the force of his personality, to link channel to the programming content. Red is a knitted puppet, a little devil, created to be physical embodiment of 'ideal' personality Virgin 1 was lacking. A place to live: A way of communicating - chatty, cheeky, ready to puncture pomposity, a job to do (between programmes, adverts, trails and act as host for channel, introducing/commenting on programmes).

Give some indication of how successful the outcome was in the market
Red: H: 4 months after launch, more than 70% of under-55s were aware of him 39% said Red gives Virgin 1 channel personality. 35% said makes Virgin 1 more mischievous Red's blog is now one of most-read sections on Virgin1's website. Red had 1,500 Facebook friends and 650 Twitter followers. Virgin 1: Post rebrand: 0.92% share – Up 39% YOY Avg reach was 2.35m adults. (UP 15% YOY) It has moved 4 places in the Pay TV channel rank. (Position 27 to 23). Page impressions and unique users to the Virgin1 website increased by 426% and 200% respectively.