ITV: ITVX launch campaign

ITV, a broadcaster, launched ITVX, a new streaming platform in the UK, to move from consideration decline to growth, improve perceptions and user experience and drive mainstreamers to the platform.

The challenge

A new storyline for a familiar, yet outdated brand

Having been in our homes since 1955, often broadcasting content that has marked seminal moments in history, it's fair to say that ITV is a well-known, much loved British brand.

However, our success in the linear broadcasting space was not true across the board. Tempted by a growing number of on-demand viewing opportunities provided by the likes of Netflix and Amazon Prime, our own online catch-up proposition named ITV Hub, was starting to feel tired and dated. With audiences switching over in their droves, it was time to change...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands