NOW TV Rebrand

We recently worked in collaboration with V3 to deliver a rebrand for the hugely-successful NOW TV,  Consumer research had shown that the core audience had evolved from when NOW TV originally launched and the brand needed to reflect that.  NOW needed to come of age and deliver a more sophisticated, more evolved proposition for its customers and prospective new customers.

 

The campaign we developed was the first to fully launch the new brand above the line while at the same time as showcasing the excellent range of content NOW has to offer across entertainment, movies and sports.

 

Working against the insight that we’d collated (“We have grown, changed and matured.  Something we’re proud of.  So, we want to say a big, bold hello and reintroduce ourselves in a confident, honest and inviting way.  We are welcoming audiences to both an exciting new brand and brilliant new content.”)

Off the back of this, we had to come up with a way to announce the name change and bring to life the new, premium look and feel aligning to NOW’s brand pillars, and the result was the concept of “Welcome to NOW” which is centred around a reintroduction to NOW by invitation; welcoming people to “join in” and become a member of the service.

Our biggest challenge was how to navigate around the different messages we had to convey in just 30”, which was the name change, the new brand, what NOW offers and the great content it currently has on the platform.  Working closely with our client, and the incredibly close relationship that we have, we’re pretty happy with what we delivered.