Channel 5: How advertising helped raise the siege of Long Acre - IPA Effectiveness Awards Case Study 2000

Brief Description: Channel 5, the new UK terrestrial broadcasting channel was launched in 1997. The objective was to increase share of viewing within tight financial contraints. The audience was a more mainstream and older audience, it needed to move on from its youthful image. By promoting the channel and not specific programmes, this campaign 'broke the rules of TV advertising'. Press and radio were used as well as a one-off poster campaign. Also used a perimeter board at a UEFA cup match which was instantly successful. Results: Ad revenue grew from £83m in 1997 to £185m in 1999. Analysis places a value of £72m on the brand equity created in 1998-1999 ;---(TAGS)--- Full Title: Channel 5 : how advertising helped raise the siege of Long Acre ; Number: 2000/41 ; Brand Name: Channel 5 ; Client: Channel 5 ; IPA_ProductCoding: Media (TV channels/programmes) ; Agency: Walsh Trott Chick Smith ; Author: Keir Cooper, Susanna Dinnage ;