The brief
Help itv2 re-connect with 16-34 year old Brits in 90 seconds
What young audiences currently think about the channel is out of step with the new content and the look and feel of the channel isn’t helping them understand this change and recognise that it is a channel ‘for them’. There are loads of 16-34 year olds out there who don’t know that itv2 has changed for the better, and therefore don’t consider it a go-to channel. The ideas have to focus on make people want to watch itv2 and talk about it with their friends.
The audience inspired board created during our research
The project
The new faces of itv2
The new faces of itv2
In order to re-connect the young Brits with the new itv2, Henrique and I came up the idea of creating fun and exciting characters, giving the channel a fresh way to present itself to the public. The characters shapes and colours were thought as a contrasting point with the current channel’s identity, carrying with them the message that the new itv2 is focused on entertainment and comedy. The different personalities of these characters also speaks a lot about the target audience: great sense of humour with a touch of craziness. To get people to share the videos and promote itv2, the scenes created were inspired in what young people like to share and see on social media platforms.
To better present our characters, we thought how their social media profiles would look like. Below you can see the one from Teahead, a very shy young lady.
Check out the complete presentation here:
