The three films, which will be aired from tomorrow, use the UKTV logo as a portal into a world of entertainment and feature animation by Major Briggs.
The first animation, "we are UKTV", shows a character drawn towards the portal and surprised by the broadcaster’s portfolio of channels.
In the second, "welcome to our world", he tries to engage with the portal and is entertained by the programmes on offer. In the final film, "take it with you", the character starts to use the VoD service.
The three-phase campaign was created by Red Bee Media to "boost awareness of the overarching network brand rather than the ten distinct channel brands, which consumers are more aware of".
The initiative will culminate in the run-up to Christmas.
Ruth Shabi, the creative director at Red Bee Media, and Scott Russell, the creative director at UKTV, worked on the campaign together. Joe Lee, the creative head at Red Bee Media, was responsible for art direction, copywriting and directing the films.
Daniel A Söllscher and Yulian Sanchez Ojanen make up Major Briggs.
The UKTV iOS app launched in August and UKTV Play on PC VoD and YouView services are being rolled out next month.
Simon Michaelides, the marketing director at UKTV, said: "Last year’s relaunch of the UKTV network brand as a corporate, B2B brand, has been a huge success. We had a soft launch to consumers early last year, which was received very well and has resulted in a steady rise in awareness."
Michaelides said he expected the UKTV Play campaign to "step change the level of consumer awareness" of the network and "aid the growth" of its channel brands by helping viewers to navigate the portfolio.