To transform a TV station unloved by viewers and advertisers, into a ‘must watch’ choice for 16–24 year olds…with only a name change to work with.
That ‘viva’ is a phrase intrinsically linked with rebellion: ‘viva la revolucion’ as they say.
Marrying the station name with this rebellious attitude, we delivered a two fingers to the world call to arms that shouted Up Your Viva to any who would listen. In this way we positioned the station as a kindred spirit with its audience, reframing the viewing experience as the perfect option for sofa rebels looking to kick back, chill out and escape the boring mundanity of school, college and work.
Defining a personality and tone for the station that remains to this day, viewing increased by 33% in just two weeks. Hundreds of Youtube mashups and a Twitter catch phrase later, Viva now has 2.5m fans on Facebook making it the UK most liked media brand.