The campaign is designed to increase the time that people watch Discovery Channel by emphasising the broad range of programming that it airs.
Vice-president of marketing Simon Downing tells Marketing Week: “Discovery has been the number one factual brand in pay-TV for 20 years. Our core audience is loyal to the channel and sees Discovery as a trusted and quality brand that makes terrific programmes.
“We want to broaden the appeal of Discovery beyond its factual category and show that the channel is full of entertaining shows that can engage with audiences at any time.”
He adds that the idea of the ads is to highlight factual nuggets which the audience can take away and potentially use when they are in social gatherings.
“This is a simple way to use content to increase salience and relevance to our audience and puts entertainment at the heart of the proposition.”
The campaign will launch with a series of brand spots that will vary from five to 45 seconds in length. Each creative spot will feature entertaining moments from Discovery’s catalogue of programmes including Mythbusters, Deadliest Catch, Survivorman and One Way Out.
The brand campaign will initially break on 17 December on the Discovery Network with a view to rolling out online in the New Year.
It was developed by Devilfish working with the inhouse Discovery creative team.