Life Network isn’t about diapers and decorating anymore. In the last three years, it has evolved to include dating and, well, dating, with such mindless-yet-entertaining properties as Matchmaker and the swinging reality series Temptation Island brought into the fold. As a result, a new on-air branding campaign is meant to reflect its ‘sassier’ programming, as well as connect with a younger audience.
‘When we launched in 1995, as ‘television you can use,’ Life was a female-skewed, how-to network with crafts, decorating and cooking shows,’ explains Janet Eastwood, EVP of marketing, communications and creative services at Toronto-based broadcaster Alliance Atlantis. ‘I think the new look will keep with our vibrant, younger-skewing brands.’
Since 2000, Life has moved towards real-life programming and recently, more youthful programs, in an attempt to lure women 18 to 49, and in part to distance itself from another Alliance property, HGTV. Says Eastwood: ‘Life is designed to be a complementary buy to HGTV, and to ensure that we are offering a broad base to advertisers.’ The station also views an opportunity for growth in a younger demo and, according to Nielsen Media Research, it increased its audience numbers by 17% among 18-to-49s and 40% among 18-to-34s, between the months of January and April 2003 versus 2002.
The new campaign, a collaborative effort between Toronto-based design firm 52 Pick-up and Alliance Atlantis’s internal creative group, will break Sept. 1, and includes an updated logo, as well as a series of 14 10-second on-air IDs. Research determined that the original logo, with its primary colours, was ‘too soft,’ so the new creative is circular with deep purple and hot pink hues, and it carries the tagline ‘real.’
Similarly, Life’s on-air creative, formerly designed to accommodate the 25-to-54 crowd, depicted such down-to-earth scenarios as women attending kids’ birthday parties or grabbing milk out of the fridge.
‘We found that the majority of spots evoked images of family and babies, which is something that resonated with a thirtysomething female,’ explains Eastwood. ‘Now we want to aim for late-20s, so we have moved from family-based to relationship-based imagery – more dating scenes and others designed to reflect the reality of the new target.’
For instance, one of the spots portrays a young woman walking down the street on the arm of an attractive man. When a hunk passes by, both turn their lusty gazes towards him. Suddenly, it becomes clear that this is a Will & Grace-type relationship.
In another ID, a bride enters a cramped washroom stall, with giggling bridesmaids in tow; she needs help lifting her wedding dress to use the toilet.
The station’s Web site, lifenetwork.ca, will also relaunch on Sept. 1 to incorporate the new look and feel.
In fall, Life will continue to pursue a younger target when it promotes the reality program America’s Next Top Model, hosted by supermodel Tyra Banks, as its new signature show.
Client: Alliance Atlantis
Agency: 52 Pick-up
Creative Director/Director: Jeff Gruen
Copywriter/Promo Producer: Dave Childerhose
Live-Action Producers: Angela Donald & Allison Grande
Director of Photography: Jeremy Benning
Design Editor: Steven Cunningham
Casting Director: Angela Donald
Designer: Tom Rudman
Associate Producer: Malki Wanigasekera
VP Creative Services: David O’Brien
