PLUG tv, by SEVEN productions.
Belgium
Young people from 15 to 34.
"Plug tv is a general, different and surprising channel, thanks to its strong, varied programming essentially comprising cult films and series, reality TV, crazy entertaining broadcasts and music programmes (concerts, music videos, etc.)"
"The tone is simultaneously fun, Zen, with no taboos, on the edge of provocation, trash or irrelevance. The station look is hyper trendy, representative of young people of today."
The channel is "daring, fun, controversial, diverse and most importantly, slightly deranged."
Style and surprise are the main features of the channels design.
Sven Mastbooms (Creative director of seven)
The channel is part of the RTL group who had confidence in the founding team allowing for the diverse and loud work. "That kind of confidence is surprising, considering that PlugTV is a commercial TV station."
the distinctive brand 'attitudes' created by the design by Seven "is not necessarily determine by baselines and Pantone colours but by a certain humour and poetry that makes them stand out from the pack."
"The most important parameters: PlugTV = generic alternative channel for the audience 15 - 25, predominantly male profile.
Tone of voice = fun, zen, no taboos, provocative, deranged, original, aspirational, humour."
a large variety of characters and stories form the brand.
diverse tv station.
branding changes and evolves to reflect diversity.
Unity - PLUG universe populated by characters that reflect the many characteristics of the viewers
"PlugTV, the TV channel of those in love, the angry, the emotional, the playful, the shy, the lazy, etc…"
"After all, everybody has a twisted side."
baseline "Completement PLUG", Completely PLUG (Completely nuts)
the channels team choose to position themselves as "edgy, confrontational and slightly cuckoo"
"It's becoming harder and harder to create stuff that's new, things the audience has never seen before, because they've grown up in a very visual-oriented culture."
"Because they are used to trendy and cutting-edge design, PlugTV's viewers are very open to new things, and that allowed us to be much more creative and 'in your face' than would ever be possible on any of RTL's more 'generic' channels."
Dogboarding from DANIELS on Vimeo.