Emotive resonance - The SBS approach

MUMBAI: Making the relevant emotional connection with your audience is what Ink Project Australia's Ken Lambert addressed at the session. Taking the SBS brand as a classic case, Lambert chalked out the entire process that the agency walked through.


The SBS brand is a multicultural channel which showcases the world. The relevant connect was a task in itself for the channel as it was catering to an intelligent audience, stated Lambert.

Prior to the whole re-positioning of SBS, the channel had an image of being above the audience - compartmentalised, arrogant, dark niche, overlooked, stereotyped, confronting.

The problem was appointment viewing which was the Australian identity.

When Lambert pitched to SBS, the creative strategies stressed on making the brand's weakness its strength and addressed the problems with head on honesty.

"SBS is about showing diversity through contrast, so the search was for a distinguishing voice," he said.

Through a survey that was conducted, it came to light that while people were happy with the content of SBS, the presentation was an aspect that SBS needed to spruce up.



Different elements were used to make SBS a younger brand without losing its touch of being intelligent and an alternative for mainline mass media.

The packaging elements were deep layered with visual, emotional and common truths. Real people were used for the promos and diverse cultures were also brought in to establish the channel's diversity.

The channel packaging, though, has clarity and consistency.

Coming to channel indents, liquids and figures were used to demonstrate and reiterate the brand.

Liquid indents exhibited pure creation exhibiting fluidness to stimulate thought for the viewing public, while the figures explored boundaries by multicultural design elements.



The completion of the entire repositioning process made the SBS brand look exquisite and maintain a high level of artistic standard.

Ink Project thereafter, synthesized all its thoughts into a book to capture the whole process.

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