ABC1 rebrand positions it as ‘the home of intelligent entertainment’
ABC1 has launched a major rebrand as it seeks to position itself in viewers’ minds as a destination for intelligent entertainment.
The rebrand – carried out by The Lab – is the first major project overseen by the new head of ABC TV marketing Diana Costantini.
Among the executions in the Think campaign is one featuring Gruen Transfer host Wil Anderson along with Leo Burnett’s Todd Sampson and GPY&R Brands boss Russel Howcroft.
Costantini told Mumbrella: “ABC1 is obviously perceived as a destination for truth and credibility. In addition to that, we want people to understand it’s also the place for quality entertainment.
“It’s about differentiating the brand for viewers in the multichannel environment. We don’t want to let go of our older audience, but we want to get a younger audience on the sofa too.”
As part of the rebrand, the ABC1 logo has been updated with a new colour palette of blue and burnt orange.
This Wednesday sees two key new shows debut for ABC 1 – talk show Adam Hills in Gordon St Tonight and Marieke Hardy’s comedy drama Laid.
The ABC1 schedule returns from its summer programming tonight with Media Watch returning, along with Q&A, Four Corners and Australian Story.
ABC2 will unveil a new look in April, with ABC for Kids to follow.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Hmm, intelligent entertainment and Wil Anderson in the same ad….. I don’t think so….
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Looks like they are playing with one of Nine’s balls.
Think bland.
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About as ulikely as intelligent comment and Ben in one post I think…………..
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The ad will do little to compel new viewers to watch ABC1 but go along way to appease their existing self-professed intellectual tossers fan base
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Nuff said really! 🙂
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I don’t mind the graphic look and feel of the brand, and ABC certainly deserves a new image given the level of innovation going on in their operation.
But I don’t ‘think’ this represents “intelligence.”
Frankly it’s a little too cute to be smart, and is kind of patronising rather than sophisticated to me. More Ten than ABC.
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Your 8 cents a day bought the Christmas bubbles from channel 9.
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Very unoriginal. Ten have been doing this style for yonks.
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Russ is so hot this year.
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I’m surprised to see design work this poor originating from the Lab. Come on guys, you’re better than this.
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I think to the proposition is right but I feel the execution does not match the proposition
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Doesn’t National Geographic run the same line? Think Again.
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Works for me, and I’d rather they spend their budget on content than clever ads that do nothing but line the pockets of ad execs.
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I’m sooo excited. I just can’t hide it.
I think I prefer Todd doing this one alot more
http://v.youku.com/v_show/id_XMTY2NjczMzky.html
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