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Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Single Minded Proposition
The one single thing you want to persuade
your target audience of.
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Achieving a single minded proposition
Audience insight
“Who are we trying to influence with
this trail?”
Support
“Background/Insight to our show?”
Fitting the bits together
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Audience Insight
A (fundamental) truth about human emotions and behaviour, which can be leveraged to build a brand/drive preference for a TV programme
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Arriving at a proposition
Audience insight Content offer
Proposition
A marrying of what the audience wantsand what the content delivers
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Red Bee Trail Brief Format
• What is the channel's brand proposition?
• How does this affect the channel's approach to trails? (The style of the trail should demonstrate the brand proposition)
• Who are we trying to influence with this trail? (Brief description that brings the target audience to life and gets you under their skins)
• Background to the programme(s) + our insight about the show (A short summary of the programme(s) and the one thing that will get our target to watch)
• Single minded proposition (The one single thing that you want to persuade your target audience of)
• Mandatory inclusions/exclusions
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
BBC Radio 3 – Brand InsightAudience Insight Brand Insight
Whether it’s foreign food or intrepid holiday destinations, they’re adventurous in their choices.
They want to be rewarded for having curiosity and an open mind
A breadth of content that expands people’s understanding of the
music and arts. Always taking them further, however much they
want to know
Throwing open new worlds of music and the arts
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Audience insight Content offering
BBC World News
Proposition
A constant drive and passion
to seek out all the angles on
a story to deliver journalistic
excellence and balance
Internationalists - A
constant drive and
passion to gather
information in order to
build a point of view on
the world
Driven by your quest for knowing
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Audience insight Content offering
Formula 1
Proposition
BBC Sport coverage takes
you closer to the driver
experience than ever before
– You feel part of the racer
experience
Audiences feel distant to
the Formula 1 races and
the season as a whole
Immerse yourself in the F1 experience
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
A global brand
Compelling and
deliverable
From Ireland
Irish values
Black and White
Takes time to pour
Old
Famous advertising
Conversationalist
Likes sport
Travels
Sophisticated
‘One of the lads’
A little bit different
Audience insight Content offer
Guinness
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
A global brand
Compelling and
deliverable
From Ireland
Irish values
Black and White
Takes time to pour
Old
Famous advertising
Conversationalist
Likes sport
Travels
Sophisticated
‘One of the lads’
A little bit different
The United Nations of Drink
Audience insight Content offer
Guinness
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
A global brand
Compelling and
deliverable
From Ireland
Irish values
Black and White
Takes time to pour
Old
Famous advertising
Conversationalist
Likes sport
Travels
Sophisticated
‘One of the lads’
A little bit different
Craic Fuel
Audience insight Content offer
Guinness
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
A global brand
Compelling and
deliverable
From Ireland
Irish values
Black and White
Takes time to pour
Old
Famous advertising
Conversationalist
Likes sport
Travels
Sophisticated
‘One of the lads’
A little bit different
The Ultimate Experiences are worth waiting for
Audience insight Content offer
Choose the most relevant, differentiating and true .“The truth told in a surprising way.”
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
The Ultimate Experiences are worth waiting for
“Good things come to those that wait”
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Benefits of a single minded proposition
• Put SMP on your brief and you agree the message you are bringing to life at the start of process
– manages people’s expectations of the work
• Can evaluate the work against the agreed SMP
• It’s a logical rationale which can be approved/agreed with senior management which means when the ad is done:
– It is more likely to be approved
Saves energy, time, frustration and money!
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
UktvG2 rebrand
1. The channel brand was invisible,
2. The name was meaningless, but…
3. The content was great
Therefore, the task was
5. Clarify the brand, based on the content and audience
6. Create visibility for the brand with a new, stand-alone name and full-OSP
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Proposition
Men who enjoy intelligent,
smart humour. Our audience
have partners so they can’t
go down the pub and get this
from their mates as often as
they’d like
It contains shows and
formats that are full of
intelligent, irreverent people
chatting and being funny
The Home of
Witty Banter
Audience insight Content offering
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
‘Buzz’ Words•Initial response good
•Short and snappy easy to pick out – ‘feel’ right
•A couple of these words came back strongly for forum
•Not too adventurous•Seemed to lose popularity during groups
1
3 OptionsSafer AmbitiousIssues!
2‘Signpost’ Words
•Clarity - ronseal effect
•Distinguish from Gold
•Good for Freeview audience
•Encourage stopping on EPG
•Universally positive
•Could be restrictive for new content (depending on name)
•Unadventurous
3‘Clever’ Words
•Took a while to warm to these words
•Took a person to get behind it and ‘sell’ it to others
•Those that were convinced, were passionately convinced.
•Not everyone convinced
•Potentially polarising
•Reliant on strong marketing
Generated a range of names
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Idents
vodcast
website
Programming commission
menus
Advertising
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
• Spontaneous awareness increased ahead of ITV2, E4 and Sky One
• Sky homes achieved a 71% uplift
• 29th channel to 10th – including terrestrials
• Return of £3 for every £1 spent
Channels 000s Channels 000s1 Sky Sport 1 16 1 Dave Total 182 E4 Total 15 2 Sky Sports 1 183 ITV2 Total 12 3 E4 Total 174 BBC3 11 4 ITV2 Total 145 Sky One 10 5 Sky One 126 Sky Sports News 8 6 BBC3 117 Film4 Total 6 7 Sky Sports News 98 UKTV Gold Total 6 8 More4 Total 89 More 4 Total 6 9 UKTV Gold Total 7
10 ITV4 6 10 Cbeebies 711 Cbeebies 5 11 Film4 Total 712 Paramount Total 5 12 ITV4 613 BBC News 5 13 Paramount Total 614 Dave Total 5 14 BBC News 5
Source: BARB
Pre 5.5 months 5.5 months since launch16-44 Men - Multichannel
Results
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Conceptual Male Channel ID idea
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Conceptual Male Channel ID idea
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Conceptual Male Channel ID idea
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Viasat 4 IDs– Norwegian Male Channel
• Skydiver
• Fisherman
• Sprinter
• Statue
• SMP (the one thing they wanted to convince viewers about)
– Norwegian
– Surprising
– Fun and relaxed
– Brand values; challenger, adventurous, fun
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Diema – Bulgarian Male Channel
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011
Male Channel Trailers from Viasat• How can we stay “surprising” and avoid being predictable?
– Milf 1 & Milf 2, Halloween 1, Halloween 2• How can we promote really old and bad films without
damaging our brands?– Godzilla– Barbra Straisand
• Themes– Playboy Night, Four Eyes, Horror, Saggy Nuts,
Dexter Xmas, Van Damme Bday, Fast Mouths. • Using music
– Vampire Diaries
Topic of Presentation Monday, 17 January 2011The Single Minded Proposition Monday, 17 January 2011