Discovery Channel - Canada's worst driver

The Discovery Channel entered 2005 as the number one non-sports specialty network in Canada, but having built its success on American imports, needed a home-grown Canadian success story, and 'Canada's Worst Driver' was chosen to carry the flag.
Agency: Discovery Channel Canada

Discovery Channel – Canada's worst driver

Winner: Events, Seasonal & Short Term - Bronze


Business Results Period (Consecutive Months): October 2, 2005–December 31, 2005

Start of Advertising/Communication Effort: September 19, 2005

Base Period for Comparison: October 2, 2004–December 31, 2004

Discovery needed a home-grown Canadian success story, and “Canada's Worst Driver” was chosen to carry the flag.

Its debut attracted the highest audience ever for a Canadian program on Discovery Channel. And in its regular Monday night timeslot, it beat the previous year's audience average by 65%. By the end of its run, Canada's Worst...

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