Channel 5 rebranded in 2002 to become simply five. See how they used outdoor to reach 20 to 35 year olds
In 2002 Channel 5 chose to rebrand its identity, becoming simply "five". Five's objective from the campaign was to broadcast a new look and feel of the channel to the masses' according to Nathan Brown, Account Director, Walker Media.
Five decided to run its first campaign using the new ident in September 2002 using a multi-format, cross-environment broadcast outdoor campaign to promote the premier of the film "The Matrix", a documentary called Michael Jackson's Face and a new series called Live with Chris Moyles. AdRail was chosen for this campaign for its ability to reach the target audience of ABC1, 20-to-35-year-olds. To increase the effectiveness of the environment, they used the Urbanites pack - a selection of 75 48s panels at stations with a high index of MOSAIC group 8 - Stylish singles
Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.
For full campaign details and results please see the attachment. Positive results were received on recognition and attribution, with recognition scores rising from an average 38% to 73%. Channel 5 needed to reach an audience outside of their normal viewers. Cross format broadcast Outdoor enabled an announcement message to be communicated in key environments to an audience renowned for being on the move and hard to reach.