Red Bee Media creates new brand identity and campaign for RTÉ2
| 19 September 2014
Irish state broadcaster Raidió Teilifís Éireann has turned to Red Bee Media for a new brand identity and associated media campaign for its youth-focused public service channel RTÉ2.
RTE2 WEBSITE IMAGE 01Aiming to create a stronger connection with what is perceived to be a programme-loyal, but not channel-loyal, 15-35 age group, RTÉ wanted to re-position the channel to create a clear connection with the audience and deliver this through new programming and a fresh brand identity and campaign.
To address such needs, Red Bee Media created a new brand proposition — with the strap "tells it like it is" — to establish the channel as the home of frank, funny and fascinating content. It constructed a real world dashboard and for indents captured the lives of real Irish youth going about their daily lives. The Ericsson-owned company then mixed video, photos, comments and gifs to populate the dashboard. It also commissioned new music to act as a sound track to this world.
"We first approached Red Bee to help with some strategic work for RTÉ2 because of their broadcast industry knowledge and experience," explained RTÉ creative director Donna Byrne. "[We] were very excited by the new strategic expression of our brand. [The] creative work ... demonstrates real audience insight and has the whole team here excited. That goes for our launch campaign idea too, which the Red Bee team has also delivered."