Dave

Launched in 2006, Five Life, Channel Five's digital lifestyle channel, had failed to deliver significant audiences or advertising revenue. In 2008 Channel Five asked Dave to identify where the real opportunity resided within the multichannel space and to create a channel brand capable of exploiting it.

We were asked to develop a new proposition and create a channel brand capable of attracting a bigger audience within the constraints of the programming.

We started by unearthing a really clear understanding of the target demographic: we needed insights on what appealed to them and then match that to the channel’s programming capabilities and commercial constraints.  Once we’d done all this we then developed the brand positioning and visual identity and translated this into on-screen identities, trails, advertising and managed the brand to launch.

Fiver launched on 28th April ’08 and since its launch has increased the channel’s share by 31%.

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