The Sci-Fi Channel is attempting to cast off its ’geeky’ image by
pouring pounds 1.5 million into a brand awareness campaign that it hopes
will pull in more fashion-conscious viewers.
The campaign was developed by ad agency HHCL & Partners, with a media
strategy formulated by New PHD subsidiary Rocket.
The campaign will launch this week across the Sci-Fi Channel, radio,
cinema posters and press.
National and local radio advertising campaigns will also run across
Virgin Radio, Emap’s Kiss 100 FM and Capital’s London-based alternative
music station Xfm.
In a bid to pull in a target audience of 16- to 34-year-olds, HHCL has
produced more than 30 executions, each with a different theme. One shows
a child’s hand drawing enthusiastically on an alien’s head. All the
executions will be linked by an orange Sci-Fi Channel-branded
Deborah Fitzgerald, marketing and communications director at Sci-Fi,
said: ’We’re working hard to ensure we communicate our brand image
coherently across all points of contact. The most important thing for us
is to deliver the right tone to the audience.’
She continued: ’We want to give science fiction fans permission to like
the genre. The channel and genre is much more about challenging thinking
and producing multi-layered programming than most people think.’
Peter Kirby, creative director at HHCL, said: ’Unlike other stations,
the Sci-Fi Channel expects viewers to take part. For Sci-Fi, television
is their laboratory, so HHCL is demonstrating the effect of the
channel’s thought-provoking programming by creating a little bit of
science fiction in each ad.’