Corporate Branding
CLIENT: uktv

uktvDrama was performing poorly. Spontaneous awareness was just 2% despite eight years on-air. uktv decided the time had come to rebrand and relaunch the channel.

Briefed for the task, Red Bee Media realised that rebranding alone wouldn’t solve the problem. Hosting a strange mix of programmes, uktvDrama couldn’t offer a strong, cohesive brand until its content was refocused. Recommending that the channel dedicate itself to crime drama, Ree Bee came up with a new name, Alibi, and created an evocative visual identity based on crime-scene fragments and clues.

Within three months of the repurposing and repackaging of uktvDrama, 2.8 million new viewers were tuning in, with Alibi exceeding its own viewing targets by 29%. Viewer reach increased by 9%, and viewer volume rose by 19%. Spontaneous awareness also leapt to a peak of 21%, and at 27% Alibi achieved the highest momentum of all entertainment channels.