FIVER

April 2008 saw Five Life reincarnated as Fiver.

Previously, Five Life was targeted at women in their late 20s/early 30s its primary appeal was as a "first-look" channel for Home and Away viewers. In April Fiver launched with an innovative new brand identity and with new and eye catching host of programmes (mainly factual entertainment, movies and celebrity gossip) with a new core target audience of 18-24 males and females.

The new Fiver brand identity centres around a "cheeky cursor" which is the personality and attitude of the channel personified. This became the umbrella thought for all communications, bringing to life the core values of up-for-it, playful and personal.

Our role was to produce an intense burst of press and outdoor activity to unveil the exciting new brand identity and showcase the four key shows which are emblematic of our brand personality and new target audience – these were Dirt, Celebrity Rehab, Generation Sex and Glamour’s Best Dress List 2008.

Locate the Eight

Prison Break 2 follows the manhunt for Scofield and his fellow escapee prisoners.

The core creative thought for the campaign thus became "Manhunt" which was brought to life digitally by developing one of the first ever digital manhunts: Locate the 8.

The fugitives were "hidden" deep in second-generation Web 2.0 sites: captured on "CCTV footage" on YouTube; in the background on Flickr images; and even on their own MySpace pages.

Viewers were emailed clues each week as to the location of the 8, from which grassroots communities of Prison Break fans emerged, working together online to solve the clues and locate the 8.

The Locate the 8 digital manhunt was promoted via a combination of marketing to the Five.TV email base, outdoor advertising and live on-air shout-outs.

The campaign delivered both volume and quality of interaction with the brand. There were nearly 2m user sessions. More than 12k registered for the Locate the 8 competition and almost 50% of gamers found all 8 clues and located the 8.

Showcasing Five's schedule

The Five campaigns use arresting portraiture by some of the world’s leading photographers (Mitch Jenkins, Alistair Thane) to drive brand engagement, and programme viewership, with their young experience seeker audience.