CBBC REBRAND for CBBC
CBBC REBRAND for CBBC by Arabella Gilchrist
CBBC REBRAND, CBBC, Arabella Gilchrist
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CBBC REBRAND for CBBC

400 000

Thousand hits on the micro site

90,000

Thousand ringtone downloads

20,000

Thousand screensaver downloads

THE BRIEF
  • To refresh the CBBC brand to interact better with its audience, reconnect and enhance its credibility.
  • To create a new onscreen identity and branding campaign cross media, enabling viewers to interact with the channel and it’s content and gain more “playground currency.”

CBBC

THE SOLUTION

The strategic rationale informed and was intrinsic to the creative solution. We wanted to talk to the audience in their language so our inspiration was gaming and we started with the sound, commissioning a bespoke track that incorporated sound samples from key CBBC characters. We then animated to the track. At the end of each film viewers were encouraged to text in to download the film’s music track as a ringtone direct to their phone via a WAP push.

THE RESULTS

The campaign launched in Mid October 2005 and by the end of November over 25,000 ringtones, wallpapers and screensavers had been downloaded directly to mobiles. This was in addition to the micro site receiving over 400,000 hits with around 90,000 ringtone and 20,000 screensaver downloads. .

TESTIMONIALS

“The statistics demonstrate it is one of the BBC’s most successful new media campaigns” – Rachel Budden, Marketing Manager, CBBC. “I wanted to say, on the record, a huge thank you to everyone who has been involved in the CBBC ‘Beats’ brand campaign and the branding / OSP work over the last few months. “In a relatively short space of time, you have created a refreshing multi-media campaign of 2 x brand films, a bespoke CBBC soundtrack, 4 x ringtones, and a branded micro-site which has involved close collaboration with CBBC on-air, on-line, interactive and ed-pol. At the same time, you have designed and delivered a cleaner CBBC logo, new idents and a full OSP / navigation kit of parts that will make the world of difference to CBBC’s on-screen look and feel.” – Naomi Gibney, former Head of CBBC Marketing

Character Design
  • CBBC brand characters

PRESS

MEDIA WEEK
Media Week

BRAND REPUBLIC
Brand Republic
Credit:

Creative Director

Tags

BBC, CBBC