UKTV unveils Really campaign

By Maisie McCabe, campaignlive.co.uk, Monday, 01 August 2011 08:20AM

UKTV has launched a seven-figure marketing campaign to support the arrival tomorrow (2 August) of its female-focused lifestyle channel Really on the Freeview platform.

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    Bizarre ER

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    Tool Academy US

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    Tough Love

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The campaign, designed by Red Bee Media, uses the pop art graphics associated with the channel since launch and features light-hearted comments about the channel’s shows such as "Huge tools but not in a good way" for the Tool Academy' show.

Full-page print ads have been booked by Omnicom media agency Rocket in the weekly magazines Heat, Closer, Now, OK!, and More as well as the TV pages in the newspapers The Sun, Daily Mirror, Daily Star and Metro.

As part of the outdoor ad campaign six- and 10-sheet posters have been booked in pairs on the London Underground so that it appears as though they are pointing or labelling people sat below with programme titles such as 'Pregnant Man' and 'Bridezillas'.

Clare Laycock, channel head of Really for UKTV, said: "Having secured a highly visible slot for Really on Freeview, right next to Dave, we’re now gearing up to start shouting about its compelling schedule in a way that ensures Really connects with young women."

The digital activity to promote Really’s expansion to the 19 million homes with Freeview includes a takeover of the Heatworld website, social media on Facebook and Twitter and a pop-up beauty salon The Really Buff Boutique in Soho, London.

The TV element of the campaign will include 60-second trails and a number of shorter ads on UKTV’s network of 10 channels as well as ads on Channel 4, E4, ITV2, ITV3 and around 'Big Brother' on Channel 5.

Kerry Yates, head of network marketing at UKTV, said: "Really is one of those brands that gets people talking, whether they are consuming our programmes on TV, online or on our social media spaces, and we've used this insight in our advertising creative.

"We've had great fun selecting honest and humorous sound bites that strike just the right chord with our audience. All of them capitalise on completely unique TV moments that you really couldn't make up."

Marketing revealed Really was to join the Freeview platform in June. It will replace the time-shifted channel Dave ja vu and sit directly below Dave at channel 20. Really will be the third UKTV channel on Freeview.

This article was first published on campaignlive.co.uk

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