Embed Size (px)
Citation preview
How to change the perception of
a brand.
Get Ready to Rock
The start of change.When your brand is caught between a rock and a hard-place, an outsiders point of view can help you speed up the process of renewing your brand and defining your point of difference. Through a series of brand workshops we help clients to analyze their brand and craft their vision into a creative reality. By challenging the status quo we bring in fresh ideas that can make change really happen.
If you are interested in your brand adventure, we would be very pleased to take you on a journey.
Highlights.
Preliminaries The situation.
Campaign development Concept design.
Campaign roll outActivating our audience.
Turn outWhat our work resulted into.
Transforming a brand known for its stunning
documentaries on wildlife...
...into an TV brand that centralizes human behaviour and surroundings.
Retrospective Perspective
Challenge.
“The world and all that is in it is our theme”
- Alexander Graham BellChairman National Geographic Society
1897 - 1903
Preliminaries.
Brand IdentityPreliminaries.
Known taglines: “Think again.” “Dare to explore”
Logo represents transparency; a glimpse into a world of
excitement, versatile and dynamic programming.
Primarily communicates through action based storytelling.
Expresses itself globally through broadcast and print media
(National Geographic Channel & NGC Magazine).
Brand ImagePreliminaries.
Making interesting documentaries on wildlife in their natural habitat.
Now also driven by human life, history, technology and events.
Different brand themes create different brand experiences.
Contemporary, fascinating content inspires to share.
High likability and community support on social media.
Preliminaries. Current Affairs
As part of a global brand campaign NGC adopted a new brand identity:
live curious.
Focusing on human interest instead of wildlife (only).
Starting a personal voyage to question, explore and pioneer in life.
Finding out why some things are what they are.
Documenting and sharing interactive experiences with the Nat Geo Society.
“How can you possibly live your life looking at a door and not open it?”
- Robert Ballard First to explore the wreckage of the Titanic
Development.
GuidelinesDevelopment.
As part of a global brand campaign Rock Agency was asked to assume
responsibility for the Dutch promotion of this identity.
The campaign consisting of...
The individual, its behaviour and surrounding as key elements.
Showing diversity of NGC topics and programming.
Message distribution through high exposure locations,
generating maximum curiosity.
PhotographyDevelopment.
Capturing the moment, to intensify the role of the individual.
Capturing the movement, to support an active storyline.
Capturing the environment,to fuel the power of context.
Inciting curiosity.
Tone of VoiceDevelopment.
Starting the design process we choose to visualize a person looking through the
NGC logo and being blown away by experience.
Tone of Voice (2)Development.
It represents human life and the core of our campaign;
exploring new things in life. Opening doors leading to
unknown experiences. Being curious.
Tone of Voice (3)Development.
Then we completed the emotion by asking the main question for activating curiosity: Why?
Still a concept this would be the first
in a number of successful brand expressions.
National Geographic Magazine and almost all Dutch TV guides and newspapers were used to circulate our brand
message in a segmented part of the consumer market. Awareness among NGC viewers rose.
MY MUSIC BRAINVANAVOND OM 21.00 UUR
natgeotv.com
BY ANY MEANSTOT EN MET 27 JUNIDAGELIJKS OM 19.00 UUR
natgeotv.com
MY MUSIC BRAINVANAVOND OM 21.00 UUR
natgeotv.comnatgeotv.com
World’s Toughest Fixes
Iedere woensdagom 17.00 en22.30 uur
‘s Werelds meest complexe reparaties
New
Old
Imaging ProcessDevelopment.
Imaging Process (2)Development.
Not all photos are ready to use due to a lack of charisma that fits the theme of the show.
Some program rebrands just needed small image adjustments to set a more appealing mood...
Imaging Process (3)Development.
...others were changed more drastically to fit the theme of the show. Again in all cases, the individual is key.
CampaignsRoll Out.
A couple of our other designs that resulted
into official brand expressions for
NGC’s “live curious” theme.
Campaigns (3)Roll Out.
Campaigns (4)Roll Out.
NATGEOTV.COM
DON’T TELL MY MOTHERElke werkdag 20.30 uur
Campaigns (5)Roll Out.
Roll Out.
“Dare to live the life youhave dreamed for yourself”
- Ralph Waldo Emerson19th century philosopher, lecturer and poet
DigitalRoll Out.
Through NGC’s collaboration with FOX Channels Benelux we launched several online concepts
for potential advertisers. Resulting into improved brand communication for B2B-audiences.
Turn Out.
“Be curious always, for knowledgewill not acquire you; you must acquire it”
- Sudie BlackProfessor Clinical Neurosciences Division
Identity/Image RatioTurn Out.
Curiosity was stimulated through action based brand ads.
The logo represents transparency now more than ever; a glimpse
through its window supports the tagline ‘live curious’.
A wide variety of ads but with a clear focus on human interest.
Traditional media were mostly used to generate awareness of the new
tagline and ‘look & feel’.
Dutch Ratings Turn Out.
During one specific month in 2010 NGC was able to achieve a 15% increase in viewers
rating. This was during the World Championship Soccer.
In 2009 Discovery’s audience had three times the size of that of NGC...
...in 2010 both were nearly equal in size, for a target audience between the ages of 20-49.
That same year Nat Geo’s market share grew 25%. Discovery’s market share decreased 20%.
Dutch Ratings (2)Turn Out.
Great Migrations, NGC’s biggest wildlife project ever, was the best
viewed tv show in 2010, with over 4 million viewers.
Dog Whisperer had an average of 2 million viewers on a weekly basis.
Air Crash Investigation and Megafactories were popular shows
as well.
Ad designs for all these shows were mostly provided by us.
Turn Out.
In 2010 NGC had the largest growth rate for analog television in the Netherlands...
...despite competition from major events like the World Championship Soccer
and the Olympic Games.
In 2011 a show called Dagboek van onze Helden
reach its peak on January 1st with 362.000 viewers watching the show
about the Dutch military mission in Afghanistan. We created their ads.
Dutch Ratings (3)
Inspiring Action Turn Out.
As experienced brand builders we were able to create a natural flow from
corporate vision to a campaign that inspired new viewers.
Development of engaging designs resulted into brand activation tickling
current and attracting new audiences.
We made people aware of the channel’s colorful programming
and human driven topics.
To this moment we still create inspiring new ad campaigns for National
Geographic Channel.
