Australia’s newest digital channel dedicated to children, ABC3, has launched. The new channel (owned by Australian Broadcasting Corporation) launches with 24 Channel IDs and over 400 branding elements.
ABC3’s challenge was to create a brand to satisfy the needs and wants of their wide ranging 7-15 year old demographic. The research showed that this was a very astute audience who were cynical about traditional marketing but absorb and love social networking, thus the focus of the channel IDs was really about kids telling stories. The branding assignment was helmed by Sydney based Tactic.