NBC Universal wanted to launch their new Reality TV channel with a bang, but with 'reality' still a dirty word for our audience, we knew we'd have to remove the guilty from pleasure to reach our targets...

Our joyfully defiant campaign easily exceeded the aggressive launch targets, reaching 1 million subscribers in the first 12 months, as well as growing brand awareness to 35% in just 18 months, across the UK, Australia and Ireland, and gaining over 75k Facebook followers. Ad liking taken from brand tracking (% of target audience who either liked or loved the ad) was at 90%, and overall brand metrics include brand awareness in core territories +50%.

Smashed it.