ITV’s on-demand service is alive with content. Always updating, always fresh and able to bend and twist time so you can get what you what when you want it.

It was important that the launch campaign reflected this by being as alive as the service, always updating, representing the then, the now and the next, reacting in an instant, something our competitors couldn’t do.

We launched the campaign with a film that explored our unique design system whilst explaining the service and introducing our playful and down to earth tone of voice.

This was followed by a daily campaign, on and off air that used environment, time of day, dates and popular culture moments as springboards to the content available on the ITV hub.

We created a unique Outdoor CMS system that gave us the chance to write and publish posters within seconds, making our messaging as reactive and as

1.Introduce ITV Hub to the Nation

2.Entice viewers into Hub through content

Our first phase used high impact formats across AV, OOH and online to deliver an unmissable introduction to The ITV Hub – penetrating 50% of the UK population in a week.

The second phase switched to a high frequency seven-week plan, showcasing the range of fresh content available, and to be true to our strategy it was essential our media was dynamic.

We were a launch partner on Clear Channel’s D6-sheet network, which allowed for minute-by-minute updates and our bespoke Content Management System meant that we could write a headline and 15 minutes later the new copy would be served to our national network of dynamic digital poster sites.

In total we served 35 promos and over 600 different outdoor executions that were contextually relevant to weather, locations, time of year and popular culture moments.

All of this hard work to reposition the brand worked. Consumption was up 3.3m hours average per week over the course of the campaign, that's up an impressive 62% YoY. We also attracted new users to the ITV Hub - unique browsers were up at 5.5m per week (that's up 14% YoY) and we saw a massive 500k downloads of our app over the campaign. All of these people experiencing the new brand also watched more, with a huge 7.5m video requests per week during the campaign activity (up 24% YoY), thus ensuring the campaign hit all of it's key objectives.