responsive- ycn brief

If I'm honest, I wasn't inspired by any of those briefs but as we have to pick one I have chose itv2.

itv2

Help itv2 re-connect with 16-34 year old Brits in 90 seconds

Background

With everything we do, itv wants to be at the heart of popular culture.For itv2 this means being at the heart of young British culture.

If you (or your mum) has watched itv2 in the past, this might seem like an unlikely challenge – but itv2 is changing. We’ve launched a new channel called itvBe, where all the female-oriented reality will go, leaving itv2 to focus on entertainment and comedy. This means itv2 will be much more aligned to Celebrity Juice, Plebs and Job Lot programming and will be losing TOWIE, Housewives of… and Millionaire Matchmaker.

With itv2 investing in fresh new British talent, comedy, and entertainment aimed at a younger audience, we need a fresh approach to our brand promotion.

The Creative Challenge

We need your help to re-connect 16-34 year old Brits with the new itv2.

We know that what young audiences currently think about the channel is out of step with the new content. We also know that the look and feel of the channel isn’t helping them understand this change and recognise that it is a channel ‘for them’.

The good news is that when we show them promos from the new shows they like what they see. The bad news is that not as many young people are watching the promos as we’d like.

As a result, 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. There are lots of TV channels and content brands vying for their attention, not to mention wider entertainment options. So we’re looking for amazing, creative ideas that will help us stand out and make us a relevant choice for 16-34 year old Brits.

We want to see ideas that will make people want to watch itv2 and talk about it with their friends.

We’d like to see short, sharp ideas that will make the most of our owned channels. We have 90 second ad-breaks between our shows that we could do something more exciting with. You have full license to do whatever you like with these spots and can draw on or play with any of our other touchpoints as part of this.

For example, we have a fast growing following on Facebook with a healthy reach. We have talent like Leigh Francis – also known as Keith Lemon – who make an impact wherever they go. We have live shows and a whole tower of studios on the Southbank.

Creative Requirements

Content that lasts up to 90 seconds that will persuade a younger audience to give us a go.

You can create live action, animation, gifs or any other kind of moving content that you think will grab the attention of our audience, make them want to watch itv2 and talk about it with their friends.

Your idea might be for a single piece of content, or a series. It’s entirely up to you.

Target Audience

Our bullseye target is lads and lasses in their early twenties. This is a post-internet generation who are curious, eclectic and ravenous consumers of content of every type, on any screen. They’re still building their identity, so they’re trying new stuff out, keeping plugged into culture, and being part of any big trend or conversation.They’re drawn to brands that feel original, inventive and push the boundaries – brands that give them stuff to talk about, react to, and bond over with friends. They greedily consume outrageous entertainment, risky comedy, LOL clips, gifs and memes, whether user-generated or professionally produced. For them, good TV translates into stuff to share.

Tonal Considerations

Itv2 is:

Attractively unselfconscious – never achingly cool or cynical

More Northern warmth than London aloof

A bit sweary, outrageous and just the right side of wrong, but always with its tongue in its cheek and a twinkle in the eye

Colourful, bright and full-bleed

Always up for a laugh and taking the mick, but not mean or cruel

Not keen on taking things too seriously, but never trashy or vapid

Creative Considerations

An idea can be focussed in one channel and broadcast in others.

If you come up with an idea that can work across lots of channels, we’d be chuffed.

Don’t be limited by the design and colours on the channel right now.You’ll see a lot of red in the breaks, but that doesn’t need to stay.

Drawing the audience in and feeling part of their world is important, think about their role or response in your ideas.

Itv2 is looking for fresh thinking, so don’t hold back. We can’t wait to see your ideas.

Deliverables and Additional Information

In the accompanying Project Pack at the YCN website you’ll find examples of our breaks, our new programmes and key talent.

You should also watch lots of itv2 live and follow itv2 social channels as you watch and afterwards.

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.

The problem:

People aren't aware that ITV2 has changed for the better and that it hasn't got the girly shows on it anymore

whats it asking us to do?

in the 90 second gaps between shows, advertise that this has changed in a style relating to itv2- northern comedy tongue in cheek colourful.

what it asking us to achieve?

make more people choose to watch itv2 because of its content

who will benefit?

well the audience because they are getting better telly and itv2 cause they will be getting more views

who is the audience?

16-34 year old brits

what are you expected to communicate to them?

this programme is now mainly comedy and entertainment no more reality tv

how will this message/concept be delivered?

moving content- live action/animation/gifs

Just a quick idea i had for this was an animation of a classic 50's style mum living with modern family and she wants to watch real house wives etc or whatever used to be on but theyre all watching the telly (proper film on cartoon telly)and its not on and the rest of the family love that but then it advertises that its on a new channel so she goes and bakes more cookies or something.