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Prime TV :: Idents
To watch the Idents TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips just like this Prime TV ad.
Why Change?
The Prime brand had no clear meaning, positioning or identity. As a result, the channel wasn't usually in our audience's immediate consideration set when they were watching television.
What Changed?
Our challenge - how could we get more viewers to check us out even when there isn't a specific programme luring them across? How could we compete with the big boys and their big share of voice? We created a new brand identity - a channel ident and advertising package to remind people that Prime wasn't your usual, homogenized TV channel with your usual bland programmes - it does things a little differently.
The campaign went on to win Gold and Silver in the TV Category at the 2009 Axis Awards.